OLIVERA BATAJIĆ SRETENOVIĆ
University of Arts in Belgrade, Faculty of Applied Arts – Department “Applied Graphics”

DOKLE SMO STIGLI SA KNJIGOM?
Interaktivna knjiga kao deo spektakla

HOW FAR HAVE WE REACHED WITH THE BOOK?
Interactive Book as a Part of the Spectacle

Journal 11/2015 (Museum of Applied Art), pages 36-43

Article category: scientific review

UDC:
028
316.324.8:316.77
028:[316.774:004

Abstract (original language):
U društvu u kojem sve poprima dimenzije spektakla svoje mesto našla je i knjiga. Prvo kao štam- pana interaktivna knjiga, potom u elektronskom i, najzad, u digitalnom obliku. Iako zadržava svoj viševe- kovni oblik, danas definisan granicama ekrana, struk- turalno i idejno potpuno je drugačija. Uvođenjem ovakve, nove knjige menja se i način čitanja. Sa linearnog se prelazi na paralelno ili dinamičko, kakav je i sam medij sa kojeg se čita. U promeni koja je započela industrijali- zacijom i mogućnošću brzog umnožavanja – okolnostima koje kopiju stavljaju iznad originala – veliku ulogu ima kompjuterizacija. Pitanja kojima se ovde bavimo jesu: da li su klasična knjiga i klasičan način čitanja postali monotoni za savremenog čoveka i da li knjiga danas može da postoji jedino kao deo opšteg kompjuterizovanog spektakla.

Key words: (original language)
digitalizacija, izdavaštvo, interaktivna knjiga, paralelno čitanje, spektakl

Summary:
In its nature and structure, the book has always been interactive. However, the paper does not deal with the primary interactivity of books. In the mid-20th century, new types of books appeared which required a different, completely new, dynamic way of reading. The new book has appeared which offers new opportunities. Although this approach was a surprise to readers, the book's new nature was in accord with everything that was happening around it – the society of the spectacle. The earliest interactive books were stories which involved the reader in their creation – the socalled gamebooks (in which readers could choose among several possible endings). They were followed by interactive books for children, lift-the-flap books, tactile books, soundcreating books, books that smell when rubbed, etc. Along with being interactive, the book has also become a toy. With the rise of desktop computers, and, subsequently, laptops, and the expansion of computer and network activities, the book was transferred into that domain. At first, it was the electronic book whose underlying structure was the same as that of today's Internet pages (hyperlinks). As technology has developed, via interaction through animation and lavish illustration, the book has turned into an application. Nowadays, the book is a form of multimedia content, which alters the linear reading into parallel and multidimensional reading. The question arises whether this constitutes a new future of the book or merely another form/dimension of the book, where the reader will be able to choose the preferred form.

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