Although I found this a bit of a challenging read because of the jargon, I think some points made throughout the piece were quite logical and rosonated with me. In talking about new media, I think it was interesting the way he divides it into subsections of what it ‘should’ have. The examples used in terms of film and language (and semiotics) made his point of numerical representation more clear to me. I also found the part about removing the human from the creative process interesting, and instead replacing it for automation. His identification of ‘low-level’ and ‘high-level automation shows the difference between different types of automation and what they can mean according to context. I also enjoyed his reference to McLuhan, because I think a lot of his media theory is still valid and applicable in media studies.