COM731 NEW COMMUNICATION TECHNOLOGIES

DIGITAL IMAGING & PHOTOGRAPHY

21 APRIL 2016
Agenda
1.0 An Introduction
Presenter: Amy Rashidah Rosli | 2013509495
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2.0 Use in Media Communications
Presenter: Zetty Zuraidah Md Yusof | 2014228808
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3.0 Practices in Malaysia
Presenter: Ahmad Rafiq Ab Kadir | 2014467378
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4.0 Conclusion

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1.0
AN INTRODUCTION TO DIGITAL
IMAGING & PHOTOGRAPHY
Definitions
Digital: All computerized data is digital,
meaning that it has been reduced to digits, or
numbers. A computer transmits these numbers
as electrical signals.
Imaging: The act or process of recording
or producing an image, esp. by electronic
means, as in radar, ultrasound, CT scan,
computer graphics, etc.,
Digital Imaging: The capture and
production of an image of an object, either on o The digital image is sampled and mapped as a
film or on a computerized display, where it can grid of dots or picture elements (pixels).
be reformatted and analysed. o Each pixel is assigned a tonal value (black,
Photography: The process or art of white, shades of grey or colour), which is
producing images of objects on sensitized represented in binary code (zeros and ones).
surfaces by the chemical action of light or of o The binary digits ("bits") for each pixel are
other forms of radiant energy stored in a sequence by a computer and often
Digital Photography: A form of reduced to a mathematical representation
photography that uses cameras containing (compressed).
arrays of electronic photodetectors to capture o The bits are then interpreted and read by the
images focused by a lens, as opposed to an computer to produce an analogue version for
exposure on photographic film. display or printing.
Introduction
Digital imaging and photography, in general are of two distinct areas of study. However, they are much
inter-related to each other. These technologies become popular and really useful in people daily lives.
They are also not for social lives only, yet have vast areas to be developed more.
Imaging is integral to the human experience from the personal photographs that we take every day to the
professional ones used in:

social science communication security transportation

education space exploration medical imaging artistic expression entertainment

Impact of digital imaging on photography:

o Drawing and design moved from the traditional craft spaces of the darkroom and the drawing board
to the computer screen.
o In terms of communication media, this sense of loss is usually expressed in social, rather than
aesthetic or craft terms.
Sources of Digital Imaging
Digital Camera: used to take photographs in digital form that can be
transferred directly to personal computer and edited.

Scanner: used to transform physical sources of images and/ or text into

digital sources that can then be edited with a personal computer

Clip Art or Photo CD: pre-packaged artwork, photos, and graphic

representations can often be purchased on compact discs or come as part of
other software purchases such as image editing software or operating systems.

Video: video from camcorders, digital video streams, and other sources of
video can be used to create still images that can be edited and used in multimedia
production.

Internet: images on the Internet that are already in digital format. Many of
those images can be used for development purposes, especially educational
purposes.
History of Photography
Photography Process
Image Acquisition
Image is composed and shutter released
Light hits the sensors and each receives a slightly different amount of light.
In response to light, each CCD produces and electronic charge - the more light, the bigger the charge.
The sensors are filtered with RGB.
The electronic pulse are collated, converted to digital information and stored according to their position
on the CCD. This uses a special chip called an ADC chip.
This information is stored on the cameras memory card and the camera is ready to take another shot.
 Photo Editing
Image editing: the processes of altering images, whether they are digital photographs, traditional
photochemical photographs, or illustrations.
Traditional analogue image editing is known as photo retouching, using tools such as an airbrush to
modify photographs, or editing illustrations with any traditional art medium.
Graphic software programs, broadly grouped into vector graphics editors, raster graphics editors, and
3D modellers, are the primary tools to manipulate, enhance, and transform images.

Top 5 photo/image editing software based on review. Top 5 photo/image editor apps on iOS and Android.
Photo Sharing
Photo sharing: the publishing or transfer of a user's digital photos online.
Photo-sharing websites offer services such as uploading, hosting, managing and sharing of photos
(publicly or privately).
The term can also be loosely applied to the use of online photo galleries that are set up and managed
by individual users, including photoblogs - a form of photo sharing and publishing in the format of a
blog.

Top 10 photo/image sharing sites based on PageRank (as at 2016):

User: 92,000,000 User: 400,000,000 User: 100,000,000 User: 45,000,000 User: 100,000,000

User:5,000,000 User: 150,000,000 User: NA User: 33,500,000 User: NA

Social network photo sharing: Facebook surpassed 250 billion photos in 2013.
Critics of photo-sharing on social media thought the behaviours portrayed on these sites could
potentially be linked to the narcissism trait.
Keen (2007) is of the opinion that people use social-media platforms because they are interested
in advertising themselves.
Buffardi and Campell (2008) alleged that social media offers "a gateway for self-promotion via
self-descriptions, vanity via photos, and a large amount of shallow relationships.
Photography Industry Landscape
Use of Digital Photography
It can be treated as data. The capability to take, scan,
manipulate, disseminate or store images in a digital
format has created major changes in the communication
technology industry.

It allowed the photo

industry to fully coverage
with the computer and cell
phone industry, thus
Played a role in the emerging field
changing the way we utilize
of social media documentation,
and change our images.
which allows people to study about
culture, not from the viewpoint of
Digital imaging and photography, combined with social one, but from an aggregate
media applications, make it easier to be creative, and to production of millions posting of
share the creations with others. images in social networks.
Pro & Cons of Digital Photography

Lesser Better
cost storage

Easy Trial and

printing Error

Need for Digital storage is

Artistry is lost
computer literacy fragile
Photo Manipulation
Photo manipulation: enhancing or editing an image using some kind of software on a
computer to do so (Urban Dictionary, 2016).

The Difference Between Photo Editing and Photo Manipulation

Photo Editing Photo Manipulation

If you try to enhance or correct separate digital If you are adding photographic elements to a
elements like brightness, contrast, size, or colour photo like duplicating items or combining
in one single photo then you are doing photo elements from different photos into a new one
editing. then you are doing photo manipulation

Original Photo Edited Photo Manipulated Photo

Vintique app - use the dim past Copied the original flower a few
filter and added Vig1 vignette effect. times and made a new photo.
Photo Manipulation (cont.)
Privacy Concern
There are two forms of personality rights that govern the taking, hosting and use of photographs where the
subject is a living person:
1. The right of publicity is the right to control the commercial use of one's likeness. The most
obvious example of this is in advertising (and it applies whether or not the advertisement itself is for
commercial purposes).
2. The right of privacy is the right to be left alone and not to be made the subject of public
scrutiny without consent. The right to privacy is enshrined in several international laws though the
details with regard to photographs vary from country to country. Images must not unreasonably intrude
into the subject's private or family life.

The internet service like Google

Photos, Android and Apple
Photos Apps (i.e. iCloud) offers
free and huge space to stored
users photos and videos online.
It also can access through smart
phone.
Sometimes, people dont realized
that their online activities are no
longer private.
Privacy Concern (cont.)
On August 31, 2014, a collection of almost 500 private pictures
of various celebrities, mostly women, and with many
containing nudity, were posted on the imageboard 4chan, and
later disseminated by other users on websites and social
networks such as Imgur and Reddit.
The images were believed to have been obtained via a breach
of Apple's cloud services suite iCloud, but it later turned out
that the hackers could take advantage of a security issue in
the iCloud API which allowed them to make unlimited attempts
at guessing victims' passwords.

In October 2014, FBI searched a house in Chicago and seized several computers, cell phones and
storage drives after tracking the source of the hacking to an IP address linked to an individual named
Emilio Herrera.
In March 2016, Ryan Collins of Pennsylvania agreed to plead guilty to one count of unauthorized access
to a protected computer to obtain information resulting in a 18-month sentence.
Privacy Concern (cont.)
User Privacy Policy

You are solely responsible for your conduct and any data, text, files,
information, usernames, images, graphics, photos, profiles, audio and video
clips, sounds, musical works, works of authorship, applications, links and other
content or materials (collectively, "Content") that you submit, post or display on
or via the Service (Instagram, 2016).

Your privacy is very important to us. We designed our Data Policy to make
important disclosures about how you can use Facebook to share with others
and how we collect and can use your content and information. We encourage
you to read the Data Policy, and to use it to help you make informed decisions
(Facebook, 2016).

Points to Ponder:
Should users be able to trust privacy settings?
Are social media platforms responsible for ensuring that the deletion-delay issue is solved, and
do ethics suggest that they should be more transparent when communicating privacy and
security issues to users?
Who is accountable when security gaps are identified: the user - with the option to censor his or
her posts - or the provider, who is equipped with more knowledge than the average end user?
How Photography Influence Mass Culture

Allowed people to keep

permanent records of personal
histories Photographic news as
timesaving device

Created profession of
photojournalism

Cell phone cameras: privacy

Changed definition of news concerns
2.0
DIGITAL IMAGING & PHOTOGRAPHY
IN NEW MEDIA COMMUNICATIONS
Visual Communication
Visual communication: communication through a visual aid and is described as the
conveyance of ideas and information in forms that can be read or looked upon.
It is one of three main types of communication, along with verbal communication (speaking) and non-
verbal communication (tone, body language, etc.). thing.
At its core, visual communications effectively uses images to persuade, entertain, inform, and enlighten
an observing audience of products, ideas, and messages.

The return of a visual society.

Today we are massive consumers and creators
of visual think of the Facebook, Instagram and
Vine.
Photos, videos and graphics are engaging us in
new, highly emotional ways. What you used to
send in a letter, you can now express in a video
or photo and send instantly.
Our interactions with these visual tools are
changing how we communicate and experience,
learn and process. They are opening our world to
new understanding.
Visual Communication Theories
Gestalt Theory
The sum is greater than its
parts. We are capable of
mentally assembling separate
objects into a seemingly
logical new whole.
Four ways in which we make
these associations:
Proximity Similarity
Continuation Closure
Cognitive Theory
Perception is not just the result of visual stimuli,
but involves a series of mental processes in
which we compare what we see to our
catalogue of memories and perceptions and use
those to interpret and analyse.
Huxley-Lester Model
Sight and thought are inseparable. We go
through cycles of perceiving, focusing on
particular things we see, learning from that and
committing it to memory and then applying that
knowledge to what we perceive.
Ecological Theory
We interpret what we see through spatial
properties in the environment: Surface layout,
composition, lighting, motion, gradation, shape,
size, solidity and scale.

Semiotics Constructivism
The science of signs and symbols. Three kinds: When we look at anything, we have to piece it
Iconic Symbolic Indexical together. We do this through a series of rapid eye
movements that assemble a blueprint of what were
looking at, while at the same time comparing the
results to memory and past associations.
Digital Imaging & Photography in New
Media
New Media: 21st Century catchall term used to define all that is related to the internet and the interplay
between technology, images and sound.

How have digital revolution changed us?

"I was there - People's behaviour in public has changed thanks to digital cameras.
Nowadays diners in restaurants might greet the arrival of their food with a few excited clicks of
their phone to capture that sushi or pizza for posterity. Go to see a stadium gig and you'll be
confronted by a forest of arms holding cameras aloft. And then they're uploading it onto YouTube,
demonstrating their attendance at the event.

We're taking more snaps - The main impact of digital is the sheer number of photographs being taken.
In the week of the royal British wedding, a survey projected that some 327 million pictures relating
to the event were likely to be taken on digital cameras.
People are better photographers - Digital camera has automated the whole procedure which,
alongside developments in autofocus technology, makes it harder but not impossible to take a
technically problematic picture.
Digital Imaging & Photography in New
Media
Citizen journalism - Ubiquitous digital cameras turn events that in themselves would be a small story
into a worldwide phenomenon.
Without the camera phone, internet sensations like the bungee jumper who survived her fall into
the Zambezi would have been less likely to have been captured.

We're all archivists - Technology firms have introduced technology that effectively means our pictures
now sit in their software with programmes like Facebook's Timeline or Apple's iPhoto.
Online Photography Communities
Images generate large amount of interest. Photo communities gather not just photographers
and amateur enthusiast but also free-thinking audience to help create a productive dialogue. Any of
these photo networking spaces actually makes connections, they help start interactive followings to
learn new things and get creative viewpoints from talented people.

Flickr image community is known to everybody. It allows you to upload your

photos, keep up with your friends and share your stories with comments and
notes, and even start your own themed group for people with similar interests.
Its a great place to learn new techniques, ask questions and also interact with
other users.

The Photobucket community gives you not only the opportunity to upload and
share your photos, but also the chance to collaborate together with friends and
families in a single group album.

Lucida is an independent photographers collective. This project aims to

develop and support a range of independent and critical photographic
practices, that focus on research and education. Lucida endeavours to
influence photographic thinking through a design oriented approach in
photography services.
MyShutterspace is a social network for digital photography enthusiasts. This is
your place to connect with other digital photographers (both amateur and pro),
share photos, videos & stories, get critiques on photos, and discuss
photography techniques and gears.
Crowd-Sourced Photography
Shot on iPhone Campaign
Apples Shot on iPhone campaign promotes the utility of the
smartphone's camera. The new Shot on iPhone 6s campaign
will feature 53 pictures taken by 41 amateur photographers
from all over the world, with the images to be displayed in 85
cities across 26 countries in various print media outlets starting
early 2016.

Swedish insurance company ERV

crowdsourced travel photos from
Instagrammers and used them to
compile a collage of a city skyline on
the site "Semesterjakten" ("holiday
hunt").

Pepsi crowd-sourced photo

contest for this years Super
Bowl, asking fans to submit
Italian fashion brand Dolce &
photos of themselves re-
Gabbana is allowing users to
enacting a Beyonce pose,
submit their own family
and featured the best photos
photos to its website to
of the bunch during the
further fan interaction with the
singers halftime show.
brand online.
Image Obsessed Culture
Now that technology has enabled us to take dozens of pictures
in seconds, stopping only when we have captured that perfect
smile, photos have become a commodity versus the precious
memento they once were.
Each day, we upload more than 5.2 million photos to Instagram
and 100 million to Facebook, with no signs of slowing down our
snapping and sharing. In an age of camera phones and digital
photography, we can all become photojournalists documenting
our own lives.

Photography Trend on New Media

o A big contributor to the photography

binge is the ability to have a camera Selfie/Wefie Filter
ready in an instant and see the
picture within seconds.
o Pictures have become a method of
social climbing. They go to cool
spots, take pictures, edit, post and
gain followers. Collage Meme
Digital Imaging & Photography in
Advertising
Advertising: a form of marketing communication used to promote or sell something, usually a
business's product or service.

The digital age or more specifically, the social-media age,

brought about major shifts for photography.
1. Photographers were given a sharing platform that
enabled quicker and greater dissemination versus the
traditional art gallery or exhibit forum.
2. The barrier to entry to photography was lowered by the
advent of digital cameras and smart phones.
3. Attention spans have been reduced due to the new
digital mediums and technological viewing capabilities.
Social media has changed the entire landscape of advertising,
but particularly in regard to photography-based ads, where a
new aesthetic has emerged.
o People are spending less time viewing the traditional, Hudson Jeans 2013
highly-produced media forms television, magazines,
etc., and spend more time on smart phones and social
media platforms like Facebook and Instagram.
o Advertising has shifted to reflect what consumers are
used to seeing, liking and sharing.
Digital Imaging & Photography in
Advertising
Instagram Effect - that filtered,
Photography focused
shadowed, sharpened, brightened, tilted, faded,
on post-purchase
structured, saturated way of seeing life through a
moments, like friends
lens. It's changed the way people portray
eating tacos at the
themselves and see others. And it's having the
beach, give shots a
same impact on brands.
more honest feel.
Design teams are beginning to see the benefit
of moving away from over-lit, over-staged and
generally over-edited photography for their
campaigns and instead are favouring a more
organic look and feel that matches the medium
- on Instagram itself, obviously, but also in
print and across an array of other media.
When examining the photography-based
advertising that exists in magazines, newspapers,
billboards, and most importantly online, there is a
new set of rules for companies that seek to register
with and appeal to the new digital age audience.
The glossy, glamorized approach to print
advertising still exists, but it has been remixed with
more organic, social-media and pop-culture
inspired imagery.
Digital Imaging & Photography in
Advertising
Facebooks 2014 ad campaign is,
appropriately, almost entirely
founded on social media
photographic principles, but with
added creativity and artistry.
In the reunion tour ad shown
here, the creators have leveraged
symbols of the concert or festival
culture.
The image is greatly inspired by
the common festival-goers
Instagram photos the haze, the
sunlight, the youthful crowd are
all symbolic of a concert.
Taco Bells campaigns has been
generating buzz and hipster
appeal among the millennial
demographic.
The sample ad incorporates
several classic Instagram photo
features: food, fashionably painted
nails, and an enticing caption.
It is also captured in a close-up
shot, which the Instagram platform
is intended for; it is not meant for
panoramic views or large group
photos it is meant to capture the
little details and highlights of a
users everyday life.
The McDonalds ad exemplified
here bring the viewer into a space
that is intimate through varying
visual cues. McDonalds is playing
off of a common cultural practice of
utilizing or relying on public Wi-Fi,
often while alone, in a business
establishment.
The viewer of the ad can relate to
the image with just a glimpse of
the models hands and forearms.
A feeling of isolation, yet
satisfaction is portrayed; the
viewer has been in this situation
and can feel what is being
expressed.
Digital Imaging & Photography in
Journalism
Photojournalism: a particular form of journalism (the collecting, editing, and presenting of news
material for publication or broadcast) that employs images in order to tell a news story.
The beginning of modern photojournalism took place in 1925, in Germany with
the invention of the first 35 mm camera, the Leica.
The first flash bulbs in 1927 allowed the journalist true flexibility in taking pictures.
Another invention originally from Germany, the photojournalism magazine - in the 1920s, editors and
photographers worked together to produce an actual story told by pictures and words, or captions.

o The Berliner Illustrirte Zeitung was the first to pioneer the format of the
illustrated news magazine. Beginning in 1901, it began to print photographs
inside the magazine, a revolutionary innovation.
o It pioneered the photo-essay, had a specialised staff and production unit for
pictures and maintained a photo library. It also introduced the use of candid
photographs taken with the new smaller cameras.
o The magazine sought out reporters who could tell a story using
photographs; notably Martin Munkcsi, the first staff photographer, and
Erich Salomon, one of the founders of photojournalism.

The combination of photography and journalism, or photojournalism - a term coined by Frank Luther
Mott, historian and dean of the University of Missouri School of Journalism - really became familiar after
World War II.
Photojournalism (cont.)

Photojournalism complies with a rigid ethical framework which demands that

the work is both honest and impartial whilst telling the story in strictly
journalistic terms.

A photojournalist is also reporter but he/she must often make decisions

instantly and carry photographic equipment, often while exposed to
significant obstacles (e.g., physical danger, weather, crowds).

Photojournalists create pictures that contribute to the news media.

Timeliness: The images have meaning in the context of a recently
published record of events.
Objectivity: The situation implied by the images is a fair and accurate
representation of the events they depict in both content and tone.
Narrative: The images combine with other news elements to make facts
relatable to the viewer or reader on a cultural level.

The emergence of digital photography offers

whole new realms of opportunity for the transmission,
reproduction, and manipulation of images. It has
inevitably complicated many of the ethical issues involved.
Photojournalism (cont.)
Can you identify the stories behind these iconic photos?
Photojournalism (cont.)
Impact of New Technologies
Camera enhancements have made picture taking easier - new digital cameras free photojournalists
from the limitation of film roll length, as thousands of images can be stored on a single memory card.
Social media is playing a big part in revealing world events to a vast audience - allows the Press
to reach out to the citizen journalist who holds ownership of the photos and get permission to use those
photos in news outlets.
Content of photos tends to outweigh the quality when it comes to news value - the ability to
extend deadlines with rapid gathering and editing of images has brought significant changes.
Concern that the profession of photojournalism could change to such a degree that it is
unrecognizable - as image-capturing technology naturally progresses.

Citizen journalist and the attainment of news

photos from amateur bystanders have contributed
to the art of photojournalism - empowered news
audience with the advent of the Internet sparked the
creation of blogs, podcasts and online news,
independent of the traditional outlets, and "for the first
time in our history, the news increasingly is produced by
companies outside journalism".
Photojournalism (cont.)
iPhone Journalism: the use of pictures taken and edited on iPhone by professional or non-
professional photographers.
Gaining popularity as the primary tool for online visual
communication.
With the assistance of abundant applications, the photographers can
achieve a highly aesthetic way of conveying messages.
Once uploaded onto the social media, photographers can immediately
expose their work to a wide range of audience and receive real-time
feedback from them.
With a large number of active participants online, the pictures could
also be spread out in a short period of time thus evoke considerably
profound influence on society.

o When London Bombings happened in July 2005, for the first

time, both the New York Times and the Washington Post ran
photos on their front pages made by citizen journalists with
camera phones.
o As the work of witnesses and survivors, the images were less
the outcome of documentary intent than a response to a
traumatic shock.
o These photos represented vivid, factual accounts of
history as it explodes around us - Washington Post
journalist Robert MacMillan.
Photojournalism (cont.)
When Damon Winter won Picture of
the Year Internationals (POYI) third
place award for a photo he captured
using his iPhone and the app
Hipstamic, photojournalist Chip
Litherland blogged: What we knew
as photojournalism at its purest
form is over and POYI just killed it.
Litherland was not upset with the use
of the camera phone, but rather the
use of the app that changes what
was there.
Photo Manipulation
Some photo manipulations are considered skilful artwork while others are frowned upon as unethical
practices, especially when used to deceive the public, such as that used for political propagandizing, or
to make a product or person appear more pleasing to the eye.

Depending on the application and intent, some photo manipulations are considered an art form because
it involves the creation of unique images and in some instances, signature expressions of art by
photographic artists.

Software: Adobe Photoshop

Resources: Old Car | Sky |
Grunge Texture | Eagle | Dove
1 | Dove 2 | Tower | Cliff |
Fractal Pack [specifically
4.1.png and 4.10.png] | SciFi
Render Pack [specifically
8.png and 15.png]
Early Manipulation
Traditional photographic prints
can be altered using various
methods and techniques that
involve manipulation directly to
the print, such as retouching
with ink, paint, airbrushing, or
scratching Polaroids during Head of A. Lincoln
developing.
Negatives can be manipulated
while still in the camera using
double-exposure techniques,
or in the darkroom by piecing
photos or negatives together.
A manipulated American Civil War photograph
Some darkroom manipulations
of General Ulysses S. Grant posing horseback
involved techniques such as Body of J.C. Calhoun
in front of his troops at City Point, Virginia.
bleaching to artfully lighten or
With further research, three different photographs
totally wash-out parts of the
were discovered that explained the composite:
photograph, or hand colouring
1. Grant's head from one photograph,
for aesthetic purposes or to
2. Body of Major General Alexander McDowell
mimic a fine art painting.
McCook atop his horse from another
Retouching tools from the pre- photograph,
digital era: gouache paint, 3. An 1864 photograph of Confederate
kneaded erasers, charcoal sticks, prisoners captured at the Battle of Fisher's
and an airbrush. Hill for the background
Digital Manipulation
Image editing software can be used to apply effects and warp an image until the desired result is
achieved. There are several subtypes of digital image-retouching:

Technical retouching: Creative retouching: Used as an art form or for

Manipulation for photo restoration
or enhancement (adjusting colours/
contrast/white balance (gradational
retouching), sharpness, noise,
removing elements or visible flaws
on skin or materials, etc.).
commercial use to create more sleek and interesting images for
advertisements.
Could be manipulation for fashion, beauty or advertising
photography such as pack-shots.
One of the most prominent disciplines is image compositing
whereby the digital artist uses multiple photos to create a single
image. 3D computer graphics are used more and more to add
extra elements or even locations and backgrounds. Widely
used when conventional photography would be technically too
difficult or impossible to shoot on location or in studio.
Digital Manipulation
Photo Manipulation in Journalism
National Geographic magazine
got caught moving pyramids for This smiley shot of
a 1982 cover story featuring the Stewart pulling back
Great Pyramids of Giza, which the stage curtains
were squeezed together to fit was actually a
the vertical layout of the composite of her face
magazine. Although it was the on a models body. In
80s, the magazines former an attempt to cover
director of photography, Tom their behinds, Newsweek came forward on Page 3,
Kennedy, stated that the calling the cover a photo illustration and giving credit to
publication no longer uses the artists behind the separate head and body shot.
technology to alter elements to Despite coming clean about the altered
make a more convincing photo. cover, Newsweek received a great deal of flak for
misleading the public through unethical practices.
Los Angeles Times photographer Brian Walskis
emotional image of a British soldier and a group
of Iraqi civilians in Basra, which graced the
newspapers front page and was printed in other
publications.
To much disappointment, Walskis photo turned
out to be a composite of two images that he
combined to improve the composition. Once
confronted about the altered image, Walski
admitted to his photo doctoring and was later
fired for unethical practices and altering the truth.
Photo Manipulation in Journalism
Photo Manipulation in Advertising

Overly airbrushed, therefore the ads

exaggerate the effectiveness of the
products advertised.

CoverGirl was forced

to pull a mascara ad
after admitting the
eyelashes were
digitally retouched.
Photo Manipulation in Advertising
Photo Manipulation: Social and Cultural
Implications
The use of photo manipulation on an already subjective
photograph, creates a constructed reality for the
individual and it can become difficult to differentiate fact
from fiction.

With the potential to alter body image, debate continues as

to whether it contributes to self-esteem issues in both
men and women.

Photo manipulation has a positive impact by developing

the creativity of one's mind or maybe a negative one by
removing the art and beauty of capturing something so
magnificent and natural or the way it should be.

According to the Huffington Post, "Photoshopping and

airbrushing, many believe, are now an inherent part of the
beauty industry, as are makeup, lighting and styling". In a
way, these image alterations are "selling" actual people to
the masses to affect responses, reactions, and emotions
toward these cultural icons.
3.0
DIGITAL IMAGING & PHOTOGRAPHY
IN NEW MEDIA COMMUNICATIONS:
A MAL AYSIAN CONTEXT
History of Photography in Malaysia
In Malaysia, there is also an urgent need to salvage the legacies of earlier photographers who emerged
before and following Independence, not only to establish some pocket relation with photographers
today, but also to recontextualise their works within our current understanding of photography.
Early figures include HRH Sultan Ismail Nasiruddin Shah and K.F. Wong, both connected to the
Salon scene, who, in the 1950s and 60s, also shot images that can be classified as social documentary
work.
Father of Photography: HRH Sultan Ismail Nasiruddin Shah
(1907-1979), the 14th Sultan of Terengganu and the 4th YDPA
He was the first Malay photographer to be an Associate of the
Royal Photographic Society (United Kingdom) in 1958. In 1965 he
was awarded the EFIAP (Excellence, Federation Internationale de
lArt Photographique) Switzerland.

In the 1970s, artist Nirmala Dutt Shanmughalingam began to make use of documentary photography
in her address of social and environmental issues.
The late 70s and 1980s heralded the emergence of photographers with highly individualised visions,
including Ismail Hashim and Eric Peris, whose diverse practices have often been vaguely classified as
fine art photography.
When Liew Kung Yu and Soraya Yusof Talismail emerged in the early 1990s, they directed their
experiments against the conservatism that had engulfed Pictorialism and much of fine art photography.
In the last decade, the photographic works of Yee I-Lann and Wong Hoy Cheong have been given due
prominence. They shy away from being called photographers, labelling themselves as artists who use
photography to address issues ranging from the politicisation of race to the retrieval of obscured stories.
History of Photography in Malaysia
As an international movement, Pictorialism, or Salon photography, emerged in the second half of the
19th century, driven by a desire among photographers to achieve parity with painters. The manipulation
of original exposures was celebrated as a means of highlighting the creative potential of photography.
When the movement arrived in Malaya during the colonial era, some of the Chinese immigrant
photographers assimilated it with the traditions of ink painting; a few of their photographs mimicked
scroll paintings and featured calligraphy.
Social documentary made significant progress in Malaya during the 50s when HRH Sultan Ismail was
most active as a photographer. Social documentary focuses on the experiences of people while striving
to produce symbolic representations of the cultural moment.

Nirmala expanded her painterly practice to include

photography addressing the perils of urbanisation.
She works like a concerned photojournalist, using
photography as evidence to show how little progress
the squatter kids in Damansara, whom she first
photographed in 1975, had made, while their
surroundings had become a middle-class enclave
History of Photography in Malaysia
Social issues did not trigger a collective response from other
artists until the mid-1980s when Ismail Hashim expanded the
medium of photography to encompass themes constructed from
observed everyday reality.
His work as social commentary resists the temptation of
idealising its subjects.

One of Ismail Hashim's most iconic works:

Tidur Punya Ralit Bom Meletup Pun Tak Sedar
History of Photography in Malaysia
Soraya Yusof Talismail Liew Kung Yu
Her early experiments The themes Liew has dealt with
were aimed at simulating since the 1990s include
painterly effects. The representations of perceived
emulation of painting is an threats to Chinese cultural identity;
threats to the traditional and
abiding trait in her thinking modern Malaysian city; the
on and approach to proliferation of transnational brands
photography. and the rise of ersatz anti-brands;
iconic representations of political
Yee I-Lann leaders, and, most recently the
Works with photographic imagery, recontextualising its fragments semiotics of monumental
and stitching them together as signifiers of memory, landscape, Malaysian public kitsch.
personal and social histories, emotional and political affiliations
Much of her work springs from a desire to understand and map
her own broad cultural consciousness, pursuing a strategy of
gathering information, questioning, and learning, beyond the
simply reflexive.
Digital Malaysia
Malaysia Professional Photos
Malaysia-based photographers to follow
on Instagram

@iantehphotography
Ian Tehs works feature social,
environment and political issues.

@razlany
Hairul Azizi Harun, Winner, Split Second, Razlan Yusofs features a mix of
Open Competition, 2014 fashion, street, editorial, travel as well
as film photography making.

@azimzainuddin
Azim Zainuddins feeds filled with
landscape shots and travel portraits.

Nick Ng, 1st Place, Low Light, Open Competition,
2015 Sony World Photography Awards
@davehagerman
Penang-based photographer, David
Hagerman share extraordinary shots
of fairly ordinary routines, particularly
in his #breakfastproject series.
Malaysia Personal Photos
Image-Obsessed Culture in Malaysia

Malaysian love to share about them selves even about their family and matters.
Another favourite activity of Malaysian where food photos are mostly takes before they having the food
and share it in social media which provide various information seeking from others user.

Malaysia citizen
journalist
Citizen among journalists
taking photos of ex-PM
during Bersih 4.0
Digital Photography in Advertising:
Malaysia
Digital Photography in Advertising:
Malaysia
An example of Terengganu state government
using images of Batik in their advertising to
promote the traditional fabric.
A creative ad campaign by McCann Erickson showing
how New Straits Times gives a deeper perspective.
The usage of social media
such as Instagram which
provide only for picture space
to share with friend and family.
It also suitable for user to
promote their product
effectively if they know what
they want to sell through
online.
Digital Photography in Journalism:
Malaysia Galeri Foto Utusan Online
and Metro Online Broadcast
Photo Gallery
Dedicated photo gallery in website.
User can view pictures related to
current events captured by professional
photo journalists.

Why Images are Important in

Journalism
Digital Photography in Journalism:
Malaysia
Malaysian Photojournalist
Bazuki Muhammad: award-
winning photojournalist and is
an editor who has covered
assignments with Reuters and
US newspapers for 20 years.
Jimin Lai: formerly with AFP
and Reuters. He was also a
Senior Photographer with The
Star daily newspaper.
Glenn Guan: won the Bronze award for
Best in Photojournalism category for
sports photography in the prestigious 13th
Asian Media Awards 2014 in Hong Kong.
Photo manipulation: Malaysia
Photo manipulation: Malaysia
This fake ad first
appeared on the
Twitter feed of
@WillMcHoebag
on 16 March 2014

PM Najib has become target of ridicule from the public for his supposed
involvement in various national scandals, like the RM2.6 billion 'donation' he
admitted to have received into his personal accounts, and the alleged
mismanagement of 1MDB funds.
Photo Manipulation in Journalism:
Malaysia

The mainstream press disregard of the Bersih phenomenon reflected its abandoning of journalistic ethics and
its eroding commitment to truth and social responsibility.
The New Sunday Times (NST) graced its entire front page with a picture of presumably one of the
protesters, face masked and donning military fatigues, about to throw something into the air.
The same image was also used by sister newspaper in the Media Prima stable), Berita Minggu, with the
headline, KL tegang (KL tense), accompanying it. The picture caption stated: Seorang perusuh
membawa pisau dalam perhimpunan haram (A rioter brings a knife to illegal rally).
The man in question, Abdul Razak Endut, a member of Pas Unit Amal volunteer corps, claimed publicly
that he was only holding a Malaysian flag and not a knife as alleged by the newspapers front-page
photograph.
Photo Manipulation in Advertising:
Malaysia
Local advertisements still use
more photo editing than photo
manipulation

Original Photo

Malaysia Airlines advertising project by Behance, an international agency

Crowd-Sourced Photo of MH370
US company DigiGlobe Inc crowdsources search for missing flight MH370.
An algorithm will find where there is overlap in the tags - where multiple people have found something
of note. The tags will then be analysed by experts and shared with authorities.

A screenshot of DigitalGlobes crowdsourcing User found what looked suspiciously like a

Tomnod system. silhoutette of a Boeing 777 using DigitalGlobes
crowdsourcing Tomnod site.
4.0
FUTURE TRENDS IN DIGITAL IMAGING &
PHOTOGRAPHY AND CONCLUSION
Future Trends in Digital Imaging &
Photography: 3 Key Consumer Groups
Consumers already desire or
enjoy cameras with Wi-Fi
capabilities and integrated photo
sharing. An attractive marketing
opportunity amongst digital
imaging brands to emerge as the
brand associated with digital
camera Wifi and photo sharing
integration.
Some consumers who are using
camera phones see them as a
gateway for upgrading to a dSLR
or other higher quality cameras.
This increased interest in
photography is a good thing for
brands as they can try to
capitalize on the current interest
in picture-taking.
Most troubling to digital imaging
brands is the group of consumers
who own a dSLR camera, but find
themselves not using it in favor of
using Instagram. Brands need to
keep an eye on the dSLR owners
who use their high quality camera
for the purpose of posting to
Instagram.
Future Trends in Digital Imaging &
Photography
Conclusion
Photography has completely changed the world, our lives and our
opinions on things. Photography has changed the world way more
than any other thing in the media.
Photography isnt only about recording moments or clicking images.
It is a form of expression, a form of communication, a form of
art and sometimes a form of craft. It is only through a photograph
that we are able to see things and people, situations and
landscapes, perspectives, angles, colours and shapes that we might
never have noticed on our own.

During the last ten years, the internet has become a new way to
socialise. The internet was once considered a great hangout for
nerds but now has become one of the most important
communication tools in the world.
A large element of this communication is the uploading,
sharing, and downloading of photographs.
Whether its sharing pictures of a wedding or taking photos
during a crisis, digital photography has completely changed
how people share their story
#notaholiday. This is strictly #photomanipulation!

THANK YOU