The on-line screen has a number of key elements. It is framed. It radiates, like television, into a competitive space. The background is almost always static and isolated from the mobile elements which compete in a complex ordered-disordered way. The content resides almost entirely in discrete 'bites' of text, which ignore each other.
Motion is mostly for attention-grabbing and novelty ie.
The present phase of the total occupation of social life by the accumulated results of the economy leads to a generalised sliding of having into appearing, from which all actual 'having' must draw its immediate prestige and ultimate function. Simultaneously, all individual reality has become social reality, directly dependent on social power, and shaped by it. It is allowed to appear only to the extent that it is not. It seems the image indexing and partitioning favoured on the web has been recovered from past practise. The formalism of modern graphic design has been jettisoned for a neo- mediaeval iconic approach to visual elements.