`INTERFACES OF THE REAL`:
SEMANTIC DISCOURSE OF OBJECT AND CONSUMPTION IN INTERACTIVE PRODUCT DESIGN

As emerging fields of design research, semantic investigations of the contemporary product types (which are generally mentioned as the outcomes of computerized culture), evolution of design processes and the reflections of these new paradigms on the cultural structure have promising expansions for the researcher.

Semantic analysis of electronic, interactive and smart products or product systems introduces several significant concepts to be examined within various areas of design research:

• Visualization of the Virtual Object: The visualizations of new media objects require a new understanding for designers. Since the virtual object is a numerically-coded representation of the real, semantic attachment to the subliminal level of social values requires a careful interpretation through the design process.
• Dematerialization of the User’s Physical -Self: The users’ involvement in the interactive system is essentially provided by a virtual representation or a designated persona, which offers the required level of control and freedom over the product.  
• Customization and Variability: Customization of the virtual product (or software, system, interface) enables new dimensions of emotional experience to be introduced to the user. Hence, the emotional attachment of the user to the product may be improved by certain awareness during the design process.
• Possession, Ownership and Sharing: Since the electronic signal can be duplicated and distributed easily, the definitions of ownership and consumption need to be restructured in order to contain this new type of object, the essence of which is infinitely reproducible. 
• Production/Consumption Cycle: Since the consumers may also alter, design or create their own styles for the new product type, the distinction of social roles is blurred. This also affects the responsibilities of the designer, mainly because of the fact that this capability of the users should also be designed beforehand.

This article explores the major promises and contributions of interactive new media applications to design research field by focusing on three key concepts of design: product, designer and user. It is intended to figure out the evolutionary patterns of the alteration in their semantic conditions; by investigating the distinguishing features of computerized media products, identifying their involvement in the product design field and determining the consequences of this identification on socially structured system of values.

Keywords: Product Design, New Media, Interaction Design, Object, Product, Consumption, User, Representation, Semantics