The Future Screen Logic

Vertical Aspect Ratio, Perception and the Transformation of Commercial Film Editing

Bibliographic Data

ID21996794
AuthorsÖmer Faruk Çiftci (0000-0001-6527-2136, Sağlık Bilimleri Üniversitesi, corresponding author)
Year2026
Volume16
Issue3
Pages1815-1828
Publication date2026-07-01
Open AccessYes
TypeARTICLE
VenueThe Turkish Online Journal of Design Art and Communication (JOURNAL)
Journal identifiersISSN: 2146-5193 • E-ISSN: 2146-5193
PublisherTurkish Online Journal of Design, Art and Communication (PUBLISHER)
DOI10.7456/tojdac.1932958
OpenAlexW7166872994
LanguageEN
References cited50

This study examines how a new “screen logic,” shaped by the intersection of mobile screen ergonomics, vertical video format, and algorithmic feeds, transforms commercial film editing. Treating the vertical format not merely as a technical change but as a perceptual regime that reconstructs the sense of time-space and the viewer-attention relationship, the research argues that in this environment, the commercial film turns into a design problem operating under “conditions of uncertainty.” The study conceptually analyzes the “hook” function of the first 1-3 seconds in vertical commercials, micro-narrative structures, the central role of typography due to silent viewing habits, and the capacity of AI-powered production tools to create modular, speculative prototypes. The findings show that the traditional logic of long-form, linear editing has been replaced by a new editing discipline that is quick to capture attention, legible, conducive to producing platform-specific variants, and optimized for algorithmic distribution logic. In conclusion, it is revealed that the vertical screen regime is already constructing the “future screen logic” that fundamentally reshapes the aesthetics, production economy, and consumption practices of the commercial film

Horizontal and vertical · Perception · Typography · Cinema and Media Studies · Digital Media and Philosophy · Subtitles and Audiovisual Media

Tools

Open DOIOpen Access