You can read the whole essay, HERE.
John Madera's fiction may be found in Conjunctions, Opium Magazine, The &Now Awards 2: The Best Innovative Writing, and many other journals. His criticism may be found in American Book Review, Bookforum, The Review of Contemporary Fiction, Rain Taxi: Review of Books, The Believer, The Brooklyn Rail, and many other venues. Recipient of an M.F.A. in Literary Arts from Brown University, John Madera lives in New York City, where he runs Rhizomatic and manages and edits Big Other.
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What need for purists when the demotic is built to last,
To outlast us, and no dialect hears us?
–John Ashbery
The kinetic typography is interesting though I think Johanna Drucker does more with the still page:
http://www.vam.ac.uk/collections/prints_books/features/artists_books/database/object.php?id=44&id2=2&action=&hits=&page=&pages=&object_type=&country=&start_year=&end_year=&object=&artist=&maker=
The Drucker book looks lovely. Now if I could only come up with the Benjamin to buy a copy.