Extending Marshall McLuhan – Second Edition
Chapter 20. The Photograph
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Content and extension: The content of the photograph is an image produced by reflected light that falls into a camera onto a light-sensitive medium, originally a light-sensitive chemical film and now a light-sensitive digital medium in the case of the digital camera, and hence extends the eye. The photograph extends the eye and the narcissian mirror. Photography has largely gone digital so that the image can be viewed either on paper or on a computer monitor.
Cascade: The cascade is from the reflected light to a negative to a positive image on paper or a monitor.
LOM: The photograph enhances the visual moment, obsolesces portrait and landscape paintings and prints, retrieves the past visually, and reverses into the fake image through retouching and photo editing.
The digital camera, which overtook the sale of traditional film-based cameras in 2003, has changed the nature of photography for both the professional and the hobbyist. Instead of the light coming through the lens of the camera triggering a chemical process on light-sensitive film, the digital camera converts the light coming through the camera into magnetically stored pixels. This completely alters the processing, display, and storage of photographs. ← 181 | 182 → Instead of converting the negative of the exposed film into a positive the digital camera enables the user to immediately see the photograph just shot on the display of the digital camera, thus avoiding the costly process of...
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