Thorbun and Jenkins idea of self-conscious

media highlights how the introduction of a new technology provokes cognitive processes in the culture seeking to absorb it, while sparking off a reassessment of established media forms. It is the threat of disappearing faced by basic elements, which initiates the re-evaluation of established media forms, where what is perceived to be endangered received more attention and value. This concept resonates in the process of media transition, and a good example that can be used to illustrate this is the camera industry. When digital cameras are first introduced in the late 20th century, the industry was taken by storm. There was a scramble to make the switch from film to digital as the new technology brings simplicity in aspects such as storage and photography skills. However, it is these promises of digital cameras that initiated a renewed consciousness of the rare and valuable qualities of film cameras.

Although digital cameras have largely closed the

image-quality gap, top-line film cameras using largeformat film is still unsurpassed in recording highresolution images. Resolution on film is much higher than even the most expensive, medium format sensor digital cameras. With 50 megapixels, a medium format film image is able to record enlarged format films up to 800 megapixels a level of detail a medium format digital image is unable to provide. One of the most innovative professional photographers, Douglas Kirkland, specially used an 8x10 view camera to craft a unique ethereal look. While this can be mimicked by a digital SLR, it is the cherishable qualities of film, in terms of texture, tonal range and depth of field, which will get it exactly right. Compared to the shelf life of the digital memory storage system in digital cameras, negatives of film cameras are reassuringly solid and durable. Without the risk of being subjected to digital rot, negatives can be preserved through time, allowing images to still be produced without corruption. It is also the usage of this digital memory storage system, which allowed easy deletion of images and the taking of images that would otherwise rendered wasted on film, brought attention and value to the skills and experience associated with film cameras.

Due to the usage of film, a certain level in mindset is

demanded when taking photographs, as the lack of carefulness will result in wasted film shots. Images with high rates of failures such as moving objects, required skills that could only be honed through experience with film. The need for endless patience and adjustment to get the exact setting in order to capture that perfect shot, translates the entire experience of using film camera into a precious memory that most users hold dear. The process of developing the negatives and prints parallels the burning of a moment of time onto the film permanently. It is through the whole hands-on process that gives rise to something real and tangible, producing a physical, optical image that seemingly lacks in digital formats. As illustrated, the changes introduced by digital cameras have threatened the disappearance of valuable traits in film camera, bringing enhanced visibility to them once more. Hence, in the midst of rising sales of digital cameras, there was also a growing popularity of re-inventions of film camera (such as Polaroid and Lomo camera), which carried features of the established film camera. Movements like The Impossible Project and Darkroom Army were also initiated to reevaluate the characteristics of film, highlighting the value that film has over digital. It is the prevalence of digital cameras during the period of transition that has allowed film cameras to gain renewed visibility, and had its strengths reanalyzed.