These two videos illustrate how the language of editing  is increasingly marketed simply to stimulate.  The recent movie CRANK is a perfect example.

The trailer for CRANK, which is 30 seconds long, has approximately 120 individual edits – or 4 edits per second.  Human cognition cannot process visual information at this speed…. but our involuntary human senses can.

Question: Then why do it?

Watch the CRANK video again in slow motion.

Editing is a classical form of montage - juxtaposing images to create new meanings.  But Crank's editing is not about meaning.  Our eyes can see the edits, but our brains cannot process the information.  What is left is sensory overload.  And so, our instinctive reactions become more primal. Emotional response kicks in.  Flight or fight. The trailer is manipulating our emotions – it cares little for storyline or verbal text.  This will simply be an emotional rollercoaster Action Movie.

Fast paced, quick-cut editing is only one way media corporations visually exploit viewers.  When media is constructed this way we cannot look away.  We are mesmerized by the extreme and strobing visuals.  Our minds freeze as we instinctively try to grapple with our inabilities to piece together a message.

Answer: In this state of mental suspended animation, we become primed for still other messages and influences.  Try to remember to look away.

Consider visual literacy and grow better media communication.