In a world saturated with images, recording remains the prime function of photography. Recording is informing, thus recording is news. The opposite of it, transforming, is creating new values, thus creating is art. There is adapting in between, which is marketing, i.e. commercial. News photography couples with the referential (informative) function, art photography with the poetic one, commercial with the conative (appellative).
Photography as ubiquity means immense growth of the referential function, which in form of an interpersonal snowball makes people socialise and create networks. The context of our lives becomes public, opening the doors for mass marketing. In advertising, applying its appellative function, photography affects our lives and, to meet the needs of the seller, adapts reality. Referential, too, is getting appellative, resulting in reliability decay. This is coupled with creativity plunder. Art photography in part goes public, in part gives up poetic for referential. Boundaries overlap, the wheel of functions is turning. Is it a shift or is it decay?
Table of Contents
- Abstract
- Key Words
- Motto
- The Functions
- The Function Wheel
- A Carrier or A Mass Medium
- The Supply Side
- The Demand Side
- Interpersonal Snowball – The Social Dimension
- The Advertising Cake - The Commercial Dimension
- The Impact Trend & Opinion Forging
- Decay of Reliability
- Creativity Plunder
- Art Photography
- Matter-of-elusion
Objectives and Key Themes
The objective of this work is to analyze the functions of photography within the context of mass communication, exploring its evolution from a primarily recording medium to a ubiquitous presence shaping social interaction and commercial practices. It examines the shifting boundaries between the referential, poetic, and conative functions of photography in a digitally saturated world.
- The evolving functions of photography (referential, poetic, conative).
- The impact of digital technology on the accessibility and dissemination of photography.
- The relationship between photography, social networking, and mass marketing.
- The changing role of professional photographers in a digitally saturated market.
- The implications of the ubiquity of photographic images on reliability and creative expression.
Chapter Summaries
The Functions: This chapter establishes photography's primary function as recording, equating it to informing or news dissemination. It contrasts this with the transformative function of art, where the photographer actively shapes reality to express their intentions. The chapter introduces a third function, adapting, which encompasses commercial activities like marketing, where reality is modified to meet consumer needs. This framework lays the groundwork for understanding photography's multifaceted roles in society.
The Function Wheel: Building upon the previous chapter, this section uses Roman Jakobson's framework to connect photography's functions with linguistic functions. It associates news photography with the referential function, art photography with the poetic function, and commercial photography with the conative function. The emotive function is placed between the conative and poetic, representing the emotional element present in both art and commercial photography. This model provides a visual representation of the interrelationships between these functions.
A Carrier or A Mass Medium: This chapter explores the evolution of photography's status as a mass medium. Initially viewed as a tool for other media, photography's accessibility increased with technological advancements, leading to its widespread use. The digital revolution further democratized photography, making it incredibly easy to record, process, and disseminate images, significantly impacting its role in society.
The Supply Side: This section focuses on the technological factors that have democratized photography's supply. The decline of traditional photo labs and the rise of digital technologies, particularly mobile phones, have made image creation and distribution incredibly accessible. While professional-grade equipment remains expensive, the ease and affordability of consumer-grade cameras and software have created a massive surge in photographic output.
The Demand Side: The chapter contrasts the supply side with the impact on demand. The ubiquity of photography has disrupted the professional market, with clients less willing to pay for services readily available for free. Professional photographers face increased competition, and pricing has dramatically decreased, impacting the livelihood of many in the field. The abundance of material doesn't necessarily mean higher quality, and professional standards are still highly valued despite the abundance of amateur imagery.
Interpersonal Snowball – The Social Dimension: This chapter explores the social implications of photography's ubiquity, particularly through social media platforms. The vast sharing of images on these platforms creates a "social snowball" effect, connecting individuals and fostering networks. This increased sharing of personal and public moments leads to a blurring of boundaries between private and public life, and has implications for marketing strategies.
Keywords
Photography, mass communication, digital technology, social media, marketing, referential function, poetic function, conative function, accessibility, ubiquity, professional photography, image saturation, social networking.
Frequently Asked Questions: A Comprehensive Analysis of Photography in Mass Communication
What is the main topic of this text?
This text comprehensively analyzes the functions of photography within the context of mass communication. It explores photography's evolution from a primarily recording medium to a ubiquitous presence shaping social interaction and commercial practices, examining its shifting functions in a digitally saturated world.
What are the key themes explored in this text?
The text explores several key themes, including the evolving functions of photography (referential, poetic, conative); the impact of digital technology on photography's accessibility and dissemination; the relationship between photography, social networking, and mass marketing; the changing role of professional photographers; and the implications of ubiquitous photographic images on reliability and creative expression.
What are the different functions of photography discussed?
The text identifies three primary functions: referential (recording, informing), poetic (artistic expression), and conative (commercial, persuasive). It utilizes Roman Jakobson's framework to connect these functions with linguistic functions, providing a comprehensive understanding of photography's multifaceted roles.
How does the text analyze the impact of digital technology on photography?
The text extensively analyzes the democratizing effect of digital technology on photography. It discusses how the rise of digital cameras and mobile phones has dramatically increased the accessibility and ease of image creation and distribution, leading to a massive surge in photographic output and impacting both the supply and demand sides of the market.
What is the impact of photography's ubiquity on the professional photography market?
The text examines how the ubiquity of photography has disrupted the professional market. The increased accessibility of photography has led to increased competition and lower pricing for professional photographers, impacting their livelihood. Despite the abundance of amateur imagery, the text emphasizes that professional standards and quality are still highly valued.
How does the text address the social dimension of photography?
The text explores the social implications of photography's ubiquity, especially through social media. The sharing of images on social media platforms creates a "social snowball" effect, connecting individuals and fostering networks. This increased sharing blurs the boundaries between private and public life and has significant implications for marketing strategies.
What is the "Function Wheel" and how is it used in this analysis?
The "Function Wheel" is a visual model that connects photography's functions (referential, poetic, conative, and emotive) to linguistic functions. It provides a clear representation of the interrelationships between these functions and how they manifest in different photographic contexts.
What are the chapter summaries included in this text?
The text provides chapter summaries for each section, offering concise overviews of the key concepts and arguments presented in each chapter. These summaries cover topics such as the establishment of photography's primary functions, the evolution of photography as a mass medium, the impact of technological advancements on both the supply and demand sides of the market, and the social and commercial implications of the ubiquity of photographic images.
What keywords are associated with this text?
Keywords associated with this text include: Photography, mass communication, digital technology, social media, marketing, referential function, poetic function, conative function, accessibility, ubiquity, professional photography, image saturation, and social networking.
- Quote paper
- Michal Bukowski (Author), 2010, Photography in Mass Communication - a Shift or Decay?, Munich, GRIN Verlag, https://www.grin.com/document/354623
