So that’s it, my series is over. All that’s left to do now is credit the academic sources that influenced and aided in the construction of my argument. Thanks to everyone below, and thanks to you, dear reader, for coming along for the ride.


Baudrillard, Jean (1983). Simulations. New York: Semiotext(e).

Baudrillard, Jean (1988). Selected Writings, ed. Mark Poster. Cambridge: Polity Press.

Baumann, Jim (date unknown). ‘Military applications of virtual reality’ on the World Wide Web. Accessed 20th March 2007. Available at

Benjamin, Walter (1968). ‘The Work of Art in the Age of Mechanical Reproduction’, in Walter Benjamin Illuminations (trans. Harry Zohn), pp. 217–51. New York: Schocken Books.

Bolter, J. D., B. Mcintyre, M. Gandy, Schweitzer, P. (2006). ‘New Media and the Permanent Crisis of Aura’ in Convergence: The International Journal of Research into New Media Technologies, Vol. 12 (1): 21-39.

Botella, Cristina.M, & M.C. Juan, R.M. Banos, M. Alcaniz, V. Guillen, B. Rey (2005). ‘Mixing Realities? An Application of Augmented Reality for the Treatment of Cockroach Phobia’ in CyberPsychology & Behaviour, Vol. 8 (2): 162-171.

Clark, N. ‘The Recursive Generation of the Cyberbody’ in Featherstone, M. & Burrows, R. (1995) Cyberspace/Cyberbodies/Cyberpunk, London: Sage.

Featherstone, Mike. & Burrows, Roger eds. (1995). Cyberspace/ Cyberbodies/ Cyberpunk: Cultures of Technological Embodiment. London: Sage.

Future Image (author unknown) (2006). ‘The 6Sight® Mobile Imaging Report’ on the World Wide Web. Accessed 22nd March 2007. Available at

Genosko, Gary (1999). McLuhan and Baudrillard: The Masters of Implosion. London: Routledge.

Kline, Stephen, DePeuter, Grieg, & Dyer-Witheforde, Nick (2003). Digital Play: The Interaction of Technology, Culture, and Marketing. Kingston & Montreal: McGill-Queen’s University Press.

Levinson, Paul (1999). Digital McLuhan: a guide to the information millennium. London: Routledge.

Liarokapis, Fotis (2006). ‘An Exploration from Virtual to Augmented Reality Gaming’ in Simulation Gaming, Vol. 37 (4): 507-533.

Manovich, Lev (2006). ‘The Poetics of Augmented Space’ in Visual Communication, Vol. 5 (2): 219-240.

McLuhan, Marshall (1962). The Gutenberg galaxy: The Making of Typographic Man. Toronto, Canada: University of Toronto Press.

McLuhan, Marshall (1964). Understanding Media: The Extensions of Man. New York: McGraw-Hill.

McLuhan, Marshall and Powers, Bruce R. (1989). The Global Village: Transformations in World Life in the 21st Century. Oxford University Press: New York.

Milgram, Paul & Kishino, Fumio (1994). ‘A Taxonomy of Mixed Reality Visual Displays’ in IEICE Transactions on Information Systems, Vol. E77-D, No.12 December 1994.

Reitmayr, Gerhard & Schmalstieg, Dieter (2001). Mobile Collaborative Augmented Reality. Proceedings of the IEEE 2001 International Symposium on Augmented Reality, 114–123.

Roberts, G., A. Evans, A. Dodson, B. Denby, S. Cooper, R. Hollands (2002) ‘Application Challenge: Look Beneath the Surface with Augmented Reality’ in GPS World, (UK, Feb. 2002): 14-20.

Stokes, Jon (2003). ‘Understanding Moore’s Law’ on the World Wide Web. Accessed 21st March 2007. Available at

Straubhaar, Joseph D. & LaRose, Robert (2005). Media Now: Understanding Media, Culture, and Technology. Belmont, CA: Wadsworth.

Thomas, B., Close. B., Donoghue, J., Squires, J., De Bondi, I’,. Morris, M., and Piekarski, W. ‘ARQuake: An outdoor/indoor augmented reality first-person application’ in Proceedings of the Fourth International Symposium on Wearable Computers, (Atlanta, GA, Oct. 2000), 139-141.

Wagner, D., Pintaric, T., Ledermann, F., & Schmalstieg, D. (2005). ‘Towards massively multi-user augmented reality on handheld devices’. In Proc. 3rd Int’l Conference on Pervasive Computing, Munich, Germany.

Weiser, M. (1991) ‘The Computer for the Twenty-First Century’ in Scientific American 265(3), September: 94–104.

Williams, Raymond (1992). Television: Technology and Cultural Form. Hanover and London: University Press of New England and Wesleyan University Press

Further Reading:

Bolter, Jay D. & Grusin, Richard (1999). Remediation: Understanding New Media. Cambridge, MA: MIT Press.

Cavell, Richard (2002). McLuhan in Space: a Cultural Geography. Toronto: University of Toronto Press.

Galloway, Alexander R. (2006). Gaming: Essays on Algorithmic Culture. Minneapolis: University of Minnesota Press.

Horrocks, Christopher (2000). Marshall McLuhan & Virtuality. Cambridge: Icon Books.

Jennings, Pamela (2001). ‘The Poetics of Engagement’ in Convergence: The International Journal of Research into New Media Technologies, Vol. 7 (2): 103-111.

Lauria, Rita (2001). ‘In Love with our Technology: Virtual Reality A Brief Intellectual History of the Idea of Virtuality and the Emergence of a Media Environment’ in Convergence: The International Journal of Research into New Media Technologies, Vol. 7 (4): 30-51.

Lonsway, Brian (2002). ‘Testing the Space of the Virtual’ in Convergence: The International Journal of Research into New Media Technologies, Vol. 8 (3): 61-77.

Moos, Michel A. (1997). Marshall McLuhan Essays: Media Research, technology, art, communication. London: Overseas Publishers Association.

Pacey, Arnold (1983). The Culture of Technology. Oxford: Basil Blackwell.

Salen, Katie & Zimmerman, Eric. (2004) Rules of Play: Game Design Fundamentals. Cambridge, MA: MIT.

Sassower, Raphael (1995). Cultural Collisions: Postmodern Technoscience. London: Routledge.

Wood, John ed. (1998). The Virtual Embodied: Presence/Practice/Technology. London: Routledge.

Summary So Far

In summary, Mobile AR has many paths leading to it. It is this convergence of various paths that makes a true historical appraisal of this technology difficult to achieve. However, I have highlighted facets of its contributing technologies that assist in the developing picture of the implications that Mobile AR has in store. A hybridisation of a number of different technologies, Mobile AR embodies the most gainful properties of its three core technologies: This analyst sees Mobile AR as a logical progression from VR, but recognises its ideological rather than technological founding. The hardware basis of Mobile AR stems from current mobile telephony trends that exploit the growing capabilities of Smartphone devices. The VR philosophy and the mobile technology are fused through the Internet, the means for enabling context-based, live-updating content, and housing databases of developer-built and user-generated digital objects and elements, whilst connecting users across the world.

I have shown that where the interest in VR technologies dwindled due to its limited real-world applicability, Mobile Internet also lacks in comparison to Mobile AR and its massive scope for intuitive, immersive and realistic interpretations of digital information. Wearable AR computing shares VR’s weaknesses, despite keeping the user firmly grounded in physical reality. Mobile AR offers a solution that places the power of these complex systems into a mobile telephone: the ubiquitous technology of our generation. This new platform solves several problems at once, most importantly for AR developers and interested Blue-chip parties, market readiness. Developing for Mobile AR is simply the commercially sensible thing to do, since the related industries are already making the changes required for its mass-distribution.

Like most nascent technologies, AR’s success depends on its commercial viability and financial investment, thus most sensible commercial developers of AR technologies are working on projects for the entertainment and advertising industries, where their efforts can be rewarded quickly. These small-scale projects are often simple in concept, easily grasped and thus not easily forgotten. I claim here that the first Mobile AR releases will generate early interest in the technology and entertainment markets, with the effect that press reportage and word-of-mouth behaviour assist Mobile AR’s uptake. I must be careful with my claims here however, since there is no empirical evidence to suggest that this will occur for Mobile AR. Looking at the emergence of previous technologies, however, the Internet and mobile telephony grew rapidly and to massive commercial success thanks to some strong business models and advancements in their own supporting technologies. It is strongly hoped by developers like Gameware and T-Immersion that Mobile AR can enjoy this same rapid lift-off. Both technologies gained prominence once visible in the markets thanks to a market segment called early adopters. This important group gathers their information from specialist magazine sources and word of mouth. Mobile AR developers would do well to recognise the power of this group, perhaps by offering shareware versions of their AR software that encourage a form of viral transmission that exploit text messaging.

Gameware have an interesting technique for the dissemination of their HARVEE software. They share a business interest with a Bluetooth technology firm, which has donated a prototype product the Bluetooth Push Box, which scans for local mobile devices and automatically sends files to users in acceptance. Gameware’s Push Box sends their latest demo to all visitors to their Cambridge office. This same technology could be placed in public places or commercial spaces to offer localised AR advertising, interactive tourist information, or 3D restaurant menus, perhaps.

Gameware, through its Nokia projects and HARVEE development program is well placed to gain exposure on the back of a market which is set to explode as mobile offerings become commercially viable, ‘social’, powerful, multipurpose and newsworthy. Projects like HARVEE are especially interesting in terms of their wide applicability and mass-market appeal. It is its potential as a revolutionary new medium that inspires this very series.

Constructing A Methodology

Mobile AR is still highly prototypical, and has not received much previous academic attention thus far. A deep analysis of this technology and its implications requires a specially developed methodology, a methodology which acknowledges the pre-release status of the technology, and recognises that Mobile AR represents a fusion of a number of different media technologies. Given that there is no fixed point of entry for analysis, I look to academics writing on the subject of other radical and emergent technologies that (at the time of publishing) were yet to reach the mainstream.

At this early stage of the product cycle there is an interesting interplay between fields. This interplay is assessed in Digital Play: The Interaction of Technology, Culture, and Marketing by Kline et al. (2003), and it raises some arguments useful to the further analysis of Mobile AR as a cultural artefact. One of its lessons is that assessing new technologies is fraught with a long-standing academic and cultural issue: the problem of technological determinism. The theory is that new technologies drive social, political and cultural changes, and that the perceived linearity of technical progression is somehow representative of humanity’s own progression, parallel trajectories dependent on the other’s existence. The weaknesses arise when one assigns these same values to their own assessments, which isolate the subject technology from its wider context. Indeed, it is often forgotten that in order to achieve these innovations, social, economic, political and cultural forces have all worked in collusion. Digital Play (Kline et al., 2003), quotes Leiss (1990) in an especially provoking summarisation:

“Strictly speaking, there are no imperatives in technology. The chief mistake … is to isolate one aspect (technology) of a dense network of social interactions, to consider it in abstraction from all the rest, and then relate it back to that network as an allegedly independent actor.”

Leiss (1990: 2) in Kline et al. (2003:8)

Leiss’ point is that academic enquiry should seek to observe its subjects in the light of their true context. He highlights the importance of the “network” as the source of each technology, denying the idea that modern culture is ‘Under Technology’s Thumb’ (Leiss, 1990). A personal observation is that within the “network” also lie the forerunning technologies that gave rise to the newest developments, and the means to develop them further. This idea recalls McLuhan, who to the detriment of Leiss’ argument, was sometimes known as “the most famous media technological determinist” (Straubhaar & LaRose, 2005: 51) who, in reference to man’s “perpetually … modifying his technology” McLuhan (1964: 46) states that “man becomes, as it were, the sex organs of the machine world, as the bee of the plant world, enabling it to fecundate and to evolve ever new forms”. He hereby suggests a hidden complexity to human-technologic interactions, a complexity I return to later in this work. For now though, these thinkers’ opposing perspectives make a further analysis rather difficult. I recognise McLuhan’s view that there are forces at work within the “network” that need to be addressed, but accept Leiss’ view that I should view the web of interactions as a whole, in order that technological determinism cannot skew my findings. I must reconcile these perspectives in my own approach. Seeking to refrain from any dangerously deterministic hyperbole, I continue the assessment of Mobile AR as an emergent and potentially “network” enhancing new medium, but from which determinist-proof methodology?

Digital Play, though referring mainly to the digital games industry, looks into the complex dynamics between developer, distributor, market and economy. Its critical evaluation of this medium adopts a methodology that suits my own AR enquiries:

“The story of the emergence of interactive play and of its uncertain crisis-filled transformation into one of the premier industries of digital globalized capital is both exciting and revelatory. Historical perspective is vital to critical understanding. We strongly agree with Williams that it is impossible to diagnose the cultural impact of a new medium until the specific institutional circumstances of its development are understood. Moreover, critical media analysis requires historical perspective in order to argue against the deterministic view that technology “is a self-acting force which creates new ways of life [Williams, 1992: 8]”.

Kline et al. (2003:79)

Now, since Mobile AR is such a new and radical technology, it is best considered in terms of other, previously radical technologies and their own timely impact. This approach recognises the emergent nature of Mobile AR technology and the lack of current research in the field, but also allows the opportunity to reflect on the implications of this technology in a relatively safe way: that is, through the lessons learned from full-fledged media. I propose that a useful lens through which to view Mobile AR is offered by an historical analysis of Mobile AR’s better established component media, with a view to producing an understanding of the implications AR holds for society. This approach allows AR to be considered as a product of a convergence of paths: technologic, academic, social and economic, providing the basis for deeper analysis as a consequence.

Gameware: A Case-Study in AR Development

I have been aided in this series by a connection with Gameware Development Limited, a Cambridge-based commercial enterprise working in the entertainment industry. Gameware was formed in May 2003 from Creature Labs Ltd, developing for the PC games market which produced the market leading game in Artificial Intelligence (AI), Creatures. When Gameware was formed, a strategic decision was made to move away from retail products and into the provision of technical services. They now work within the Broadcasting and Mobile Telephony space in addition to the traditional PC market. I use this business as a platform to launch into a discussion of the developments current and past that could see AR become a part of contemporary life, and just why AR is such a promising technology.

Gameware’s first explorations into AR came when they were commissioned by the BBC to develop an AR engine and software toolkit for a television show to be aired on the CBBC channel. The toolkit lets children build virtual creatures or zooks at home on their PCs which are uploaded back to the BBC and assessed:


A typical Zook, screenshot taken from Gameware's Zook Kit which lets children build virtual creatures
A typical Zook, screenshot taken from Gameware's Zook Kit which lets children build virtual creatures


The children with the best designs are then invited to the BAMZOOKi studio to have their virtual creatures compete against each other in a purpose-built arena comprised of real and digital elements. The zooks themselves are not real, of course, but the children can see silhouettes of digital action projected onto the arena in front of them. Each camera has an auxiliary camera pointed at AR markers on the studio ceiling, meaning each camera’s exact location in relation to the simulated events can be processed in real time. The digital creatures are stitched into the footage, and are then navigable and zoomable as if they were real studio elements. No post-production is necessary. BAMZOOKi is currently in its fourth series, with repeats aired daily:


BAMZOOKi, BBC's AR game show where children’s zooks compete in a studio environment
BAMZOOKi, BBC's AR game show where children’s zooks compete in a studio environment


BAMZOOKi has earned Childrens BBC some of its highest viewing figures (up to 1.2 million for the Monday shows on BBC1 and around 100,000 for each of the 20 episodes shown on digital Children’s BBC), which represents a massive milestone for AR and its emergence as a mainstream media technology. The evidence shows that there is a willing audience already receptive to contemporary AR applications. Further to the viewing figures the commercial arm of the BBC, BBC Worldwide, is in talks to distribute the BAMZOOKi format across the world, with its AR engine as its biggest USP. Gameware hold the rights required to further develop their BAMZOOKi intellectual property (IP), and are currently working on a stripped down version of their complex AR engine for the mobile telephony market.

I argue, however, that Broadcast AR is not the central application of AR technologies, merely an enabler for its wider applicability in other, more potent forms of media. Mobile AR offers a new channel of distribution for a variety of media forms, and it is its flexibility as a platform that could see it become a mainstream medium. Its successful deployment and reception is reliant on a number of cooperating factors; the innovation of its developers and the quality of the actual product being just part of the overall success the imminent release.

As well as their AR research, Gameware creates innovative digital games based on their Creatures AI engine. They recently produced Creebies; a digital game for Nokia Corp. Creebies is one of the first 3D games which incorporates AI for mobile phones. Gameware’s relationship with Nokia was strengthened when Nokia named them Pro-Developers. This is a title that grants Gameware a certain advantage: access to prototype mobile devices, hardware specifications, programming tools and their own Symbian operating system (Symbian OS) for mobile platforms. It was this development in combination with their experiences with BAMZOOKi and a long-standing collaboration with Cambridge University which has led to the idea for their HARVEE project. HARVEE stands for Handheld Augmented Reality Virtual Entertainment Engine.

Their product allows full 3D virtual objects to co-exist with real objects in physical space, viewed through the AR Device, which are animated, interactive and navigable, meaning the software can make changes to the objects as required, providing much space for interesting digital content. The applications of such a tool range from simple toy products; advertising outlets; tourist information or multiplayer game applications; to complex visualisations of weather movements; collaborating on engineering or architectural problems; or even implementing massive city-wide databases of knowledge where users might ‘tag’ buildings with their own graphical labels that might be useful to other AR users. There is rich potential here.

In HARVEE, Gameware attempt to surmount the limitations of current AR hardware in order to deliver the latest in interactive reality imaging to a new and potentially huge user base. Indeed, Nokia’s own market research suggests that AR-capable Smartphones will be owned by 25% of all consumers by 2009 (Nokia Research Centre Cambridge, non-public document). Mobile AR of the type HARVEE hopes to achieve represents not only a significant technical challenge, but also a potentially revolutionary step in mobile telephony technologies and the entertainment industry.

Gameware’s HARVEE project is essentially the creation of an SDK (Software Development Kit) which will allow developers to create content deliverable via their own Mobile AR applications. The SDK is written with the developer in mind, and does the difficult work of augmenting images and information related to the content. This simple yet flexible approach opens up a space for various types of AR content created at low cost for developers and end-users. I see Mobile AR’s visibility on the open market the only impediment to its success, and I believe that its simplicity of concept could see it become a participatory mass-medium of user-generated and mainstream commercial content.


This series addresses the development and emergence of a new media technology known as Augmented Reality.
I hold the view that this is a culturally significant innovation that holds implications for the user in society.

My discussion reaches a depth of analysis not yet met by contemporary media theorists, but I employ previous academic thought on emergent technologies to provide a framework for analysis, whose work also guides and highlights certain key points that I make.

I address this work with a methodical, structural approach that leaves room for exploration of themes such as virtuality, experiential reality, economics, art, the aura, space, technological determinism, and hyper-reality.

An Opus to AR – It Begins

Here it goes. The first entry of my grand opus on Augmented Reality, and why I think it will be the most impacting new media form we have had since the rise of the Internet. I will serialise a total of 10,000 words, hyperlinked where appropriate, and with illustrations where possible. The title of this work is as follows:

Assessing an Augmented Future: What is Augmented Reality, What are its Potential Applications in the Entertainment Industry, and What Will its Emergence Mean for the User in Society?

Series Order:

  1. Contents
  2. Abstract
  3. Introduction
  4. What is AR and what is it capable of?
  5. Gameware: A Case Study in AR Development
  6. Constructing a methodology
  7. Reverse Engineering: Locating AR within its wider context
    1. Virtual Reality
    2. The Internet
    3. Mobile Telephone
    4. Summary
  8. Deconstructing AR: assessing it’s socio-cultural impact
    1. Applying McLuhan
    2. Applying Baudrillard
    3. Applying Benjamin
  9. Conclusion
  10. Bibliography
    1. References
    2. Further Reading

Please stick with me, I plan to release each element over a the next few weeks beginning today with Part 2, my research abstract. Grab an RSS feed and please chip in with your contributions.