|© Jorge Parra|
This discussion comes out of a real aha! moment, after attending the presentation of Howard Herring, President and CEO of the New World Symphony America’s Orchestral Academy , during one of the fantastic Creative Mornings Miami events, under the efficient leadership of Maliks Benjamin
I have previously started a discussion on the impact of digital technologies in the way we do business, and it’s implications in the Visual Arts (see for example http://linkd.in/12i2K0Z), but there is still more to talk: a critical conceptual and relevant element in the discussion was very clearly exposed by Mr Herring in his presentation: the fact that many artists and creators are still having issues embracing digital technologies as the way to create new work.
Of course, we are the generation dealing with the transition process, and that is already hard and harsh. Many of us learnt our craft the “analog way” and many are reluctant to just switch over to digital technologies.
It was impressive to hear Herring talk about the problems in the music world, all the more so in classical music ( Mr Herring is in charge of developing the right digital tools and strategies to teaching classical music to young musicians, whose interests are mostly elsewhere) and the experience has been quite challenging and yet, successful.
Many other artists, and specially photographers, have had troubles in embracing digital cameras, computers, software, plug-ins etc, etc, after having lived for decades under the analog technologies, shooting in film, chemical processing, chemical printing, manual retouching of both negatives and prints, tons of darkroom techniques to produce “alternative” results, and then, in the scope of less than 10 years, it all changed. Film manufacturing is going to minimum amounts, Kodachrome ceased to produce new film, ( actually, Kodak went out of business!), Polaroid closed doors, and , while still a few artists keep shooting in film ( just the same in the movie industry), most shooters from older generations have had to forcefully adapt, in an attempt to not go down the drain.
It is then when Herring’s presentation brought in a fantastic insight to the state of things, bringing back from the past no other than Marshall McLuhan, a well respected communications visionaire from the 60’s and 70’s. Herring recalls one of the most remembered phrases, “The Medium is the Message”, and even though McLuhan did not even foretold the advent of the internet, the relevance of his words resonate today more than ever.
Basically, in current terms, we have to understand, absorb and digest the fact that EACH NEW MEDIA IS MEANT FOR AN INTRINSICALLY NEW MESSAGE.
And here’s a simple train of thoughts I offer to explain this:
Back when the telegram was invented and put to use, communications were brief and to the point ( probably, the first iteration of Twitter). Then comes the Radio, and now the message is not just written word in a few characters on paper, there is now audio, and conversation is “streamed” through the airwaves. Then comes Television, and now the message involves both audio and moving images, generating an altogether new message (or type of messages), that no telegram or radio program could provide. You can, of course interject photography and movies in between.
So here we are, with each new media, a new message was intrinsically created and developed.Then we jump back to current times, with the Internet and all the digital technologies popping out. We then have to question ourselves: for these new media, what are the new messages?
For the initial years, the term Disruption has been used over and over. Digital is destroying our way of life, or at least the one we have lived through several years/decades. The Digital Crossover is right there, in front of us.
But disruption is the initial stage and things just change and move on. Most everyone was convinced at the onset of the 20th century that Painting was going to die, due to the disruption created by Photography, but then again, Painting just took another, less pictorial road, and thanks to that we have contemporary Painting, well away from Photography.
We then have to deal the realities of living the “disruption era” of digital technologies, the Digital Crossover. As a sad reality, I see so many photographers still entangled in this recurrent and pointless drama. The fact that so many shooters are just trying to emulate analog photography, while using their digital cameras, is merely a disappointing way to deny the new message that is implicit in digital photography!
The fact that cameras look almost exactly the same may be part of the issue, but when I see so many of my colleagues, for example, longing for grain ( and actually, adding noise to digital captures, in order to make them look like grainy film) and so many other complaints about how film photography was soo much better, I only have one solution to their longing: get back to film photography. Use the old media in the context it was developed. Artists and creators can still go a long way creating interesting images in film ( some movie directors, like Tarantino have sworn they will stop shooting movies when they run out of film), but in the meantime, if you are going to embrace digital technologies in your visual art, then get ready and curious to explore a new media, create and produce your own, new/revamped message.
Recently I tried to sit with my teenage daughter, to explain to her the basics of Photoshop, and she flatly refused to go there. She quickly showed me all the editing she does directly on her smart phone, and even challenged me to do it as fast as she does. For her, Photoshop is already old school!
So, for this coming generations, who were born in this digital/technological environment, for them the new media and it’s new message are matter-of-fact. Looks like once again, and more than ever, we have to keep learning from our kids, and stay in touch with the ever-changing technological landscape, as we learn to embrace the new world we are crossing over.
The same applies to so many other careers and professions, from lawyers to architects, to engineers, etc., meaning, we all have to stay in learning and experimenting mode, in order to stay relevant, as the business models also keep changing, sometimes in unexpected and aggressive ways.
My question/challenge to the Visual Artists is: are you willing to explore and craft your new (or revamped) message, as a way to stay relevant in this digital world we are crossing over, full speed ahead?
About the Author: Jorge Parra is a Photographer who shoots mainly Fashion, Beauty and Portrait for Advertising, and based in Miami, FL. He is also an Advanced Photography Instructor at the Miami Ad School.
A good part of his photographic work can be seen in his recently updated website,