Another important change was brought about by Polaroid's concept
of almost instant delivery of prints. It is with this
concept-compressing two stages of photographic representation
into one and, in initial developments, giving up the possibility
of making copies-that we reached a new phase in the relation
between literacy and photography. As we know, the traditional
camera came with the implicit machine-focused conversation: What
can I do with it? The Polaroid concept changed this to a
different query: What can it do for me? This change of emphasis
corresponds to a different experience with the medium and is
accompanied by the liberation of photography from some of the
constraints of the system of literacy. "What can I do?"
concerns photographic knowledge and the selection made by
photographers, persons who constitute their identity in a new
practical experience. "What can it do?" refers to knowledge
embodied in the hardware. The advertisement succinctly describes
the change: "Hold the picture in your hand while you still hold
the memory in your heart." As opposed to a written record, an
instant image is meant for a short time, almost as a fast
substitute for writing.
A more significant change occurs when photography goes
electronic, and in particular, digital. Both elements already
discussed-the significance of the smallest changes in the input
on the result, and the quality aspect of digital vs.
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