LOMOGRAPHY
Design: Sónia Pestana Publicação realizada no âmbito da disciplina Estudos de Design na Faculdade de Belas Artes da Universidade do Porto 1º Edição Junho 2011 Impressão Sempre Imagem Digital
Sumary
7 What the hell is Lomography? 19 Difference between Lomography and conventional photography 23 The determinants of analogue photography’s survival through Lomography 27 Lomography as a social movement 35 The determinants of analogue photography’s survival through Lomography 41 The ten golden rules
What the hell is Lomography? Lomography is a Magazine, a Shop, and a Community dedicated to analogue photography.
7
Lomography began with a fateful
photography that we now know as
same time, Lomography Gallery
encounter in the early 1990’s when
Lomography!
Stores were put up worldwide.
two students in Vienna, Austria,
Following the mania that ensued
Today we are a globally active
stumbled upon the Lomo Kompakt
upon the introduction of Lomography,
organisation dedicated to
Automat – a small, enigmatic Russian
they flew to St. Petersburg to work
experimental and creative visual
camera. Mindlessly taking the shot
out a contract for the worldwide
expression, a playful combination
from the hip, and sometimes looking
distribution of this fantastic little
of lo-tech and hi-tech, and a cultural
through the viewfinder, they were
camera. Soon, the 10 Golden Rules
institution involved in commercial
astounded with the mindblowing
was set up as a guide to this analogue
photographic and design company.
photos that it produced – the colours
movement, followed by exhibitions,
We are dedicated to the unique
were vibrant, with deep saturation
world congresses, parties, installations,
imagery and style of analogue
and vignettes that framed the shot
collaborations, and events. New
photography, and will continue
– it was nothing like they had seen
products, films, and accessories were
to contribute to its development!
before! Upon returning home, friends
developed, and Lomography.com
wanted their own Lomo LC-A, igniting
served as the communication hub
a new style of artistic experimental
for Lomographers worldwide. At the
1982 Birth of the LOMO LC-A the camera that started it all!
1984 Launch of the LC-A
1991 Discovery!
General Igor Petrowitsch Kornitzky,
The LOMO LC-A began mass-
While touring Prague, a group of
right-hand man to the USSR Minister
production this year, with 1200 people
Viennese students stumbled upon
of Defense and Industry, slammed
working on the camera.
the LOMO LC-A in a quirky, old-
a little Japanese compact camera
Starting at 1100 units per month for
school camera shop, and started
onto the desk of his comrade Michail
the Russian market, its popularity soon
shooting from the hip.
Panfilowitsch Panfiloff, the Director
spread to then Communist countries
Upon returning to Vienna, they had
of the powerful LOMO Russian Arms
such as Poland, Czechoslovakia, and
their film rolls developed, resulting
and Optical factory. Panfiloff carefully
Cuba.
in strangely beautiful images. Soon
examined the item, observing its
the questions started coming from
sharp glass lens, extremely high light
friends, family and strangers, they
sensitivity and robust casing.
wanted their own LC-A cameras!
Realizing its potential, the two gentlemen gave orders to the LOMO PLC factory in St. Petersburg, Russia to create an improved version of the Cosina CX-1 – and the first working sample of the LOMO LC-A was born!
9
1992 The birth of the Lomographic Society International
1994 Lomo goes online, NYC vs Moscow exhibition, first embassy in Berlin
1996 Provide for the future
Interest in the mysterious Soviet
Lomo invades the world wide web at
With the LC-A's popularity rise comes
jewel was rapidly growing, and the
this time (www.lomo.com).
the biggest challenge – the Russian
Lomography founders resorted to
It was also this year when the very
manufacturers decided to stop its
carrying out daring backpack raids to
first Lomographic exhibition was
production.
Russia in order to satisfy the demand
simultaneously held in New York City
Our “Wieners” bravely scooted to the
for more and more of these fantastic
and Moscow, with massive LomoWalls
LOMO Optics factory in Russia and
LOMO LC-A cameras.
gracing each city, showcasing
successfully convinced the factory
It was this year that the decision
colourful Lomographs from the other;
honchos and then-Vice Mayor Mr.
was finally made to found the
months later, the first Lomo Embassy
Vladimir Putin to continue with the
Lomographic Society International
was established in Berlin.
LC-A production!
(LSI) once and for all. During the summer, the legendary “10 Golden Rules of Lomography” were written and later published in the ‘Wiener Zeitung’ newspaper along with the revolutionary “Lomography Manifesto” on November 5th. Shortly after this, the Vienna City Council provided the LSI with an empty house on Breitegasse in the city’s 7th district, which would soon act as a base for all Lomographic operations! It was here that the very first Lomography exhibition was held. At the exhibition, 700 LOMO LC-As were sold and one of the LSI’s most defining features was born – the LomoWall!
1997 First World Congress in Madrid Relaunching lomo.com as lomography.com, the new website introduces a product shop, community interaction, special projects, activities and services, plus the WorldArchive – displaying a collection of amazing Lomographs from different places. The first Lomographic World Congress in Madrid boasted a LomoWall of over 120 metres - consisting of over 35,000 Lomographs!
1998 Photokina The Lomographic Society International launches the 4-lensed Actionsampler at the Photokina – the largest photography convention in the world. The strange-looking plastic camera takes four sequential images in one 35mm Lomograph and was an instant hit!
2000 First in-house camera, the Supersampler, community functions launched Designed, manufactured, and patented by Lomography, the Supersampler emerges as the “Queen of all Multi-lens Cameras” – taking four panoramic panels of sequential images in one photograph. At lomography.com, new community functions were launched, one of which was the LomoHomes – a space for users to store all their photos and make their own LomoWalls, at the time, probably the most modern web site where you could host photos!
13
2001 First Lomography shop in Vienna
2002 Lomography World Congress
2003 First Sidekick TPE bag - Lomography fashion makes its entrance.
The very first Lomography shop
This was the year that Vienna played
In addition to photographic products,
in the world graced the Kunsthalle
host to the Lomography World
Lomography introduces the first
(Contemporary Art Hall) in the Vienna
Congress displaying beautiful Lomo
Sidekick TPE bag – designed to
MuseumsQuartier in the summer of
shots from across the globe.
hold cameras, films, and even a
this year, featuring walls decked with
small laptop. This jumpstarts the
Lomographs (LomoWalls), a wide
Lomography line of fashion items
range of innovative products from
– t-shirts, bags, camera bags, and
all over the world and the full line of
accessories have since been added to
Lomographic items. It also hosted
the fashion segment.
workshops and other activities that cater to Lomography.
2004 World Congress in China, biggest ever LomoWall!
2005 The Fisheye camera
2006 LC-A+
The biggest LomoWall to date was
Lomography introduces a
Lomography introduces the LC-A+ - a
installed during the World Congress
breakthrough in photography with
faithful reproduction of the Russian
in China. For one whole week, Beijing
the world's first compact Fisheye
LC-A camera.
was bursting with shiny Lomographs
camera – the Fisheye. Yielding nearly
Manufactured in China with an
and exciting activities!
180-degrees of circular Fisheye
option to get the lens from Russia, it
distortion in a 35mm photograph,
offered the same endearing qualities
it offered the easiest and most
as the original – sharp contrast,
convenient way to try Fisheye!
deep saturation, and the trademark vignetting - while adding more exciting features such as a multipleexposure switch and the option to use exclusively-for-LC-A+ accessories!
15
2007 Diana+, Hong Kong,
2008 Lubitel+ launch, “The Future is Analogue” exhibition at the Photokina.
2009 New site launch , NYC Gallery Store, Diana Instant Back+, Colette
Seoul and Paris Gallery Store
Lomography strikes again with
The lomography.com website was
openings, White Stripes collaboration
another exciting reproduction, the
given a complete relaunch, with a
and World Congress, London.
Lubitel+, our pimped-up version
fresh new look and more sections
A faithful reproduction of the'60s
of the twin-lensed classic Lubitel
for community interaction, contests,
medium-format classic Diana camera
camera. The year 2008 was a busy
articles, and other crucial info related
was introduced by the LSI – the
one as Lomography proudly declared
to Lomography and analogue
Diana+, enhanced with features to
that “The Future is Analogue” at the
photography – closing the gap
promote more creative options.
Photokina convention in Cologne,
between digital and analogue.
The year 2007 also saw the opening
Germany, with a massive LomoWall
This year also saw the opening of the
of Lomography Gallery Stores in
covering both the walls and the
Lomography shop in New York City!
Hong Kong, Paris, and Seoul, the
floor – making it THE attraction to
The Diana+ also reigned supreme
World Congress in London, and
see. A survey was conducted prior
with the unique collaboration
Lomography's collaboration with the
to the event, evaluating the future
between Lomography and Paris-
White Stripes for the limited edition
of Lomography based on thoughts
based boutique colette for the
“Jack” Holga and “Meg” Diana+
and opinions by the community, and
"Dianalogues: Through A Woman's
cameras.
gathering ideas and preferences,
Lens" Book & special edition camera.
digital vs analogue-style.
Plus the Diana Instant Back+ was
The massive LC-A book, which
launched, an accessory that turns
documented the entire story of the
the Diana+ camera into an instant
LC-A, accompanied by a compilation
camera!
of the best Lomographs from around
Lomography celebrated the iconic
the world, was also launched at the
Lomo LC-A+ camera that started it
convention.
all, with the release of the LC-A+ 25th Anniversary and a South Koreandesigned ‘No Nukes’ limited edition!
2010 "10 Prophecies for the Analogue Future" at the Photokina, Sprocket Rocket, Spinner 360, Website redesign 2010 will be remembered as the year
Lomography also set about ensuring
Taiwan, Thailand, Korea, China, the
Lomography ensured that the future
that the future was film by producing
UK and Italy, as well as opening nine
would remain analogue once and for
more of our own! We released a
new gallery stores worldwide! The
all! We took the Cologne Photokina
whole range of 120 and 35mm format
Diana World Tour continued to bring
by storm yet again, spreading
films including special redscale and
breath-taking squares and fun-
analogue love and announcing our “10
X-Pro films. Also in this year, 10
packed parties to Lomographers all
Prophecies for the Analogue Future”!
groups of film-fanatics from around
over the globe!
The revolutionary Spinner 360° was
the world teamed up to join the great
launched and was quickly awarded
LC-A Race – a race from the four
the European Consumers Choice
corners of the globe back to the LSI
Award! Lomography unleashed the
headquarters, armed with only with a
time-travelling Sprocket Rocket in
GPS, a notebook and an LC-A+!
October, the first analogue camera
The lomography.com website was
dedicated entirely to sprockets! In
relaunched once again, with brand-
celebration of the Lomo LC-A+ that
new features and an improved online
started it all, two limited editions were
experience for our expanding global
created: the LC-A+ White & the LC-
community! We launched localised
A+ Gold.
versions of the website for Canada,
2011 Get Ready to Shoot, Lomography Times Square Exhibition and Tons of New Releases
We're already busy making sure that
we released another three special
Sprocket Rocket, Diana F+, Fisheye 2
2011 will be the best ever year for
camera editions to commemorate the
and a Lubitel. It was at this exhibition
Lomographers across the world.
Golden Week in Japan - the "Jiyu"
that we announced the launch of the
In February, we set about spreading
Diana Mini, the "Kirameki" Diana F+
brand-new Hong Kong City Guide
the analogue love with three heart-
and the "Shiawase" Fisheye 2. We also
and a special edition White Sprocket
meltingly beautiful special camera
pledged to make a donation to the
Rocket to celebrate the event!
editions – the "Love is in the Air"
Red Cross of Japan with the purchase
April was also the month that
Diana Mini, the "Take My Heart"
of each of these cameras.
we launched our brand new
Diana F+ and the "I Love LOMO"
From April 11th to May 3rd, the
'LomoKorrespondent' stationery
Fisheye 2. In this same month we
people of Hong Kong celebrated
range – featuring the PhotoAccordion,
also launched the stunning "Ready
everything analogue with the
Freundschaftskarte, Journey Frame
to Shoot" camera cases. In March,
incredible Lomography Times Square
and the Chapbook.
the Lomography fashion range was
Exhibition. 100,000s of people
In May, we unleashed the world’s
extended again with the release of
turned out to discover and explore
widest compact camera, the Lomo
seven brand-new T-shirt designs.
an enormous LomoWorldMap made
LC-Wide; the latest innovation in the
April was the month in which the
up of thousands of Lomographic
LOMO legacy.
LomoLab landed in both the UK
pictures and a collection of four giant,
and the USA and later in the month
interactive cameras including the
Difference between Lomography and conventional photography
19
The Image As explained in the introduction earlier, most parts of a Lomographic image often turn out blurred because of the lack of focusing ability. The plastic optics contributes to the saturated colors of the resultant images. Due to poor sealing techniques of the camera’s body construction, strong vignetting may also occur on the images. Demographics and Psychographics of Lomographers 2290 respondents participated in the online survey conducted by the Lomographic Society International, ‘Analogue vs. Digital 2008’. The demographics information shows that Lomographers are sexually balanced, with an approximately equal number of male and female participants; Apart from quirky and unfocused
camera by manipulating the aperture
Majority of the Lomographers fall
images, Lomography sports several
and shutter settings of the camera.
within the group of 16 to 30 years of
differences from conventional
‘Point‐and‐Shoot’ defines the way
age (70%). Most are well educated
photography. We highlight the key
Lomographic cameras are used; they
with 59% having at least a university
differences between the two by
do not afford the range of controls
education and 42% employed in the
analyzing the medium and resultant
conventional photography allows.
creative industries.
image.
Rather, it removes the learning curve
The top two LOMO cameras ranked
by using a single setting.
in this survey are the LOMO LC‐A
The Camera
Conventional cameras also utilize
and the Diana+. An interesting
Conventional photography sports a
glass optics to obtain clear and sharp
finding from this survey is that 38%
steep learning curve with its myriad
images. To keep prices low, however,
of Lomographers consider their
and settings and the control it offers
Lomography sports plastic made
lifestyle more digital than analogue.
the user over the camera medium.
optics, which contributes to the
A provisional breakdown of some
The user would thus have to control
quirkiness of its images.
aspects of the survey is provided in
the amount of light entering the
Appendix G.
21
The determinants of analogue photography’s survival through Lomography
23
We start this section by exploring
questioned, a number of respondents
exposures to make the Lomographic
the importance of the photographic
added that the element of fun does
process more fun and interesting.
medium and resultant image, and
not surface when they engage in
‘I modify them (lomographic
their associations with analogue
digital photography.
cameras) by adding some masking
photography’s survival through
‘It’s more relaxed.’ Charlie.
effects... moving the shutter a little bit
Lomography.
‘Part of the fun is in not knowing what
to another camera’ – Andy
you’ll get.’ – Nelly ‘The DSLR is still
Modifying and transplanting parts of
The Camera
superior ... the Lomo stuffs are more
Lomographic cameras has created
The fun element attributed to the
for fun.’ – Jill
a myriad of different images and
use of the medium is a common
Though Nelly feels that Lomography
effects for his works. As Lomographic
thread amongst our respondents
is merely a passing phase that will not
cameras are cheap, he can afford to
that justifies their adoption of
‘grow much more than it currently is’,
experiment with such modifications,
Lomography. Peggy, Jill and Andy
it works well as a ‘fun’ camera. Andy
which he claims he cannot do so with
suggest that Lomography is strongly
does more than just shooting with
digital cameras due to its relatively
associated with the term ‘fun’. When
different styles and making double
expensive parts.
25
‘As compared to digital photographs ... the colors and effects don’t turn out to be like usual photographs and it’s very interesting.’ – Peggy
Surrealism further contributes to
series called ‘A Second’. As the camera
the fun aspect as you get quirky,
takes 4 consecutive shots within a
unexpected images. Lomography
second on a single film frame, he used
makes one’s surroundings look more
it to capture his subjects ‘expression...
surreal. Peggy and Charlie echo these
about that little moment’ while
sentiments.
communicating with them.
‘(Lomography) twists your
11Our findings present a different
environment’ – Peggy
paradigm from traditional medium
Our research supports the
analysis. Medium analysis believes
Lomographic Society International’s
that the camera is important as it
finding that 66% of their survey
creates the image (Peterson, 2008).
respondents associate analogue
However, in the case of Lomography,
photography (Lomography) with fun
the medium is important not only
(Lomographic Society International,
because it creates the image (it creates
2008).
unpredictable images), but it is also
Another reason for the adoption of
important because it contributes
Lomography comes from Charlie.
to the fun element to the process
Coming from a mainstream analogue
of making images. This challenges
‘The images look very old‐school’ –
photography background, Charlie
Peterson’s (2008) view that human
Jill Many users such as Peggy and
finds Lomography mysterious. From
interaction and activity are lacking in
Jill were attracted to Lomography
an artistic perspective, the medium is
the photographic process.
because of the appeal of the Lomographic images’ saturated
not important to him; rather, what is important to him is that the camera
The Image
colors and deviance from mainstream
achieves a certain effect he is looking
These findings have proven that the
images in appearance.
for.
resultant image is as important a factor
Charlie bought the Lomographic
as the medium for motivating users
‘Action Sampler’ camera to create a
towards the adoption of Lomography.
Lomography as a social movement “I’m not very particular whether it is a Lomographer or digital photographer. I just treat it (myself) as a photographer.” – Peggy
27
“Unless... there’s an agreement between me and my friend, we decide to shoot Lomography then we will just bring Lomo.” – Peggy
We will be analyzing this section
failure can be attributed to the
‘Now I carry my (Lomographic)
according to the consolidated list of
over‐commercialization of the term
cameras out more often’ – Jill
characteristics a social movement
Lomography and its vague distinction
Promote mobilization of its members/
encompasses.
from the parent term photography.
supporters
Identity construction and change
Rose does not believe that her
Lomography has been able to
We have not found a strong sense of
local Lomographic Embassy does
mobilize its members and supporters
identity amongst our Lomography
anything to promote her identity as a
though events such as outings and
inclined respondents. Instead, we
Lomographer.
collaborations etc., which we will be
have found that most respondents
‘I don’t think so, we are not celebrity
exploring in this segment.
would first identify themselves as
you see.’ – Rose
Though it is not Lomographic in
photographers.
What we have found, however,
nature, Peggy has managed annual
Similarly, Andy does not
suggests that the Lomographic
nation‐wide exhibitions and talks for
consider himself a Lomographer.
medium can be used as a possible
photographers twice for the society
He feels that the term is ‘too
tool for creating a sense of common
she is with. She also attends outings
commercialized.’ Reasons for this
identity.
quarterly. Though Peggy has never
participated in a Lomography outing
believes that the friends who ‘survive’
before but would be keen to do so if
in Lomography after the initial phase
time permits
do so because ‘they see the result
‘If we both have the (Lomographic)
and then they’re happy.’
cameras then we’ll just take (photos)
On the user level, we have found
together.’ – Jill Jill and her peers
that there are sparse groupings of
to attend Lomography outings
Lomographers who attend events
frequently, they do this as often as
and shoot often in their own cliques.
time affords. For
Our secondary research shows that
Jill, such outings are normally
Lomographic Embassies mobilize
unplanned as they usually carry their
members through events such as
Lomographic cameras along daily.
outings and exhibitions. The ‘More We
Lomography has got the power to
Get Together’ sessions were started
draw people in through viral channels
to promote bonding and friendship
such as peers. A key reason Jill
amongst Lomographers in 2008.
adopted Lomo was because her
Based on primary and secondary
friends were actively engaged in
research, there is both top‐down
Lomography.
and bottom‐up approaches
‘I think I’m catching on to their
when it comes to mobilization
trends.’ – Jill
of Lomographers. However, as
Andy has close friends he made
suggested by James, there may be
through Lomography, and constantly
strong financial motivations, instead
introduces Lomographic cameras
of social movement motivations,
to friends for them to try out. He
behind the Lomographic Embassies’
views on Lomography as an art form
medium.
as such views do not seem to exist
We have found that an informal,
strongly at all in today’s society.
localized organization of
However, there are historically
Lomographers through local forums
documented cases of Lomographers
such as www.lomotion.sg based in
campaigning against policy. The
Singapore or Lomography Malaysia
Russian production plant for
etc operates along the formal
LOMO Compacts was due to cease
structure. These forums enhance the
operation in 1996 (Lomography,
capabilities of the local Lomographic
2009). However, this plan was put
Embassies by providing a platform
to a halt after negotiations between
for interaction amongst its members.
Lomographers, the LOMO factory
It helps to promote mobilization of
heads and then vice‐mayor of St.
members in a bottom up approach
Petersburg, Mr. Vladimir Putin (ibid).
as members can organize their own
Though the above‐mentioned case
outings and promote their own events
efforts. Advocate social political
documents early socio‐political
on the forums, such as exhibitions.
change and/or the creation of new
endeavor of Lomographers, there
James is the creator of a
institutions.
will be little need for similar action in
Lomographic forum.
According to our respondents, there
modern society, as the Lomographic
‘(The motivation was to) find a
are few subservient views against
society has now been privatized.
community, find people of the same
Lomography. Most respondents
Formal organizational structure
interest ... (I) did not find any at all
suggest that Lomography and
This section will be explained with the
when I returned’ – James
mainstream photography are on par
aid of secondary analysis (via viewing
Comments from James have revealed
as an art form. Though Peggy and Jill
websites and personal observation)
that link between the informally
feel that Lomography is more ‘artistic’
as the Lomographic Embassies
organized forums and the formally
in nature, there are few subservient
cannot be contacted for response.
organized Lomographic Embassies
views against their claims.
The existence of international
are weak in nature. The formal
When asked about what they felt art
Lomographic Embassies strongly
organizational structure has failed
was, ‘Art is very subjective.’ – Andy
suggests the possibility of a
to fully tap on the social resources
‘There is no right or wrong (to art).’ –
lomographic social movement with
available to them.
Charlie
its organized corporate structure.
‘Because we work really on
There is thus little impetus for
As the Society is a main supplier of
individual... like if they have events,
Lomographers now to campaign
the Lomographic products, it is able
we’ll post on our forums... not really
for social change against negative
to control its members through the
support.’ James
“There is no right or wrong (to art).” – Charlie
29
Have rich communities. Lomography
by doing doubles (a process whereby
has created rich communities
one person shoots a roll of film, and
amongst like minded people. Peggy
passes it on to someone else to use
posts her Lomo images online under
it over again before processing.
the Lomography section of the
This creates an image overlay on the
website she visits. She makes two
original). Plans like these are put into
to three posts weekly on average.
action via contact through forums or
Similarly, Andy makes two to five
the Lomography website.
posts on Lomography forums daily.
‘The most recent one was about a few weeks ago. I did a collaboration with
“I’d say they’re (Lomographers) more, you know, closely knit and friendly.” – Andy
a guy from the U.S.’ – Andy ‘We did send overseas, like the film we take one exposure then we send overseas and that guy take the second exposure... That is the element of surprise, you don’t know what you are going to get.’ – James The richness of Lomographic communities can be found by
Lomography also forms rich
tracking Lomographers’ activities
communities with its power to
online. Like our participants, many
enhance collaboration in the image
people participate actively on various
making process. Andy collaborates
Lomographic forums by posting
with Lomographers out of his country
often. Secondary analysis of the
33
“Here in Singapore there are not that many kind of Lomo exhibition... most of the time it’ll be the ones organized by Lomotion.” – Andy
Lomographic Society International
(in KL)... and meet up with the
website shows daily Lomohome
LomowMalaysia people for an outing’
updates and simple analysis of www.
– James
Lomotion.sg shows forums that are
James attends Lomographic
updated daily with rich discussions
Embassy events frequently due to his
going on about posted works etc.
connections with the Lomographic
‐ Elaborate discourses
Embassy staff. He was one of the
Most of the writing on Lomography
selected Lomographers for ‘Lomo
comes in the form of books such
Loves Local: Lomo + Electrico
as the ‘Diana+: True Tales and Short
collaboration,’ where he was invited
Stories’ sold by the Lomographic
to shoot the new album covers for
Society International. Such books
a local band with his Lomographic
normally outline people’s feelings
camera (Lomographic Embassy
and interactions with their cameras
Singapore, 2009).
and are more product centric rather
Lomographic activity can be easily
than discursive in nature.
viewed from the list of Lomographic
Strong traces of elaborate discourses
events going on around the world.
regarding Lomography as an art
These events can be organized by
or other purposes have not been
lomography enthusiasts, such as
observed in our study.
the organization of outings amongst
Frequent and visible activity
friends; they could also be events
Lomography events such as
organized by the Lomographic
exhibitions are well attended. ‘An
Society or its Embassies.
exhibition by Lomotion... not bad,
Some of the events organized by the
but I think because it’s quite small
Lomographic Embassy in Singapore
scale.’ – Jill
in 2008 include ‘Lomo Loves Local:
The reasons for attendance are
Lomo + Electrico collaboration’
because of the social interactions at
mentioned above and the ‘More We
such events and the ability to see the
Get Together Lomography Sessions’
printed image up close.
(Lomographic Embassy Singapore,
‘There’s no pressure.... you get to see
2009), which is a series of outings
most of their work, although most of
organized by the Lomographic
it you’d have seen them in the forums.
Embassy in Singapore.
But (when) you see them on print it’s totally different. You get to see the whole thing as a Lomo wall.’ – Andy ‘To see the hot air balloon there
The determinants of analogue photography’s survival through Lomography
35
We start this section by exploring
associated with the term ‘fun’. When
does more than just shooting with
the importance of the photographic
questioned, a number of respondents
different styles and making double
medium and resultant image, and
added that the element of fun does
exposures to make the Lomographic
their associations with analogue
not surface when they engage in
process more fun and interesting.
photography’s survival through
digital photography.
‘I modify them (lomographic
Lomography.
‘It’s more relaxed.’‐ Charlie.
cameras) by adding some masking
‘Part of the fun is in not knowing
effects... moving the shutter a little
The Camera
what you’ll get.’ – Nelly ‘The DSLR
bit to another camera’ – Andy
The fun element attributed to the
is still superior ... the Lomo stuffs are
Modifying and transplanting parts of
use of the medium is a common
more for fun.’ – Jill
Lomographic cameras has created
thread amongst our respondents
Though Nelly feels that Lomography
a myriad of different images and
that justifies their adoption of
is merely a passing phase that will not
effects for his works. As Lomographic
Lomography. Peggy, Jill and Andy
‘grow much more than it currently is’,
cameras are cheap, he can afford to
suggest that Lomography is strongly
it works well as a ‘fun’ camera. Andy
experiment with such modifications,
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“As compared to digital photographs ... the colors and effects don’t turn out to be like usual photographs and it’s very interesting.” – Peggy
which he claims he cannot do so with digital cameras due to its relatively expensive parts. Surrealism further contributes to the fun aspect as you get quirky, unexpected images. Lomography makes one’s surroundings look more surreal. Peggy and Charlie echo these sentiments. ‘(Lomography) twists your environment’ – Peggy Our research supports the Lomographic Society International’s finding that 66% of their survey respondents associate analogue photography (Lomography) with
fun (Lomographic Society
because it creates the image (it
International, 2008).
creates unpredictable images),
Another reason for the adoption
but it is also important because it
of Lomography comes from Charlie.
contributes to the fun element to
Coming from a mainstream analogue
the process of making images. This
photography background, Charlie
challenges Peterson’s (2008) view
finds Lomography mysterious. From
that human interaction and activity
an artistic perspective, the medium is
are lacking in the photographic
not important to him; rather, what is
process.
important to him is that the camera achieves a certain effect he is looking
The Image
for.
These findings have proven that
Charlie bought the Lomographic
the resultant image is as important
‘Action Sampler’ camera to create
a factor as the medium for motivating
a series called ‘A Second’. As the
users towards the adoption
camera takes 4 consecutive shots
of Lomography.
within a second on a single film
‘As compared to digital photographs
frame, he used it to capture his
... the colors and effects don’t turn
subjects ‘expression... about that
out to be like usual photographs and
little moment’ while communicating
it’s very interesting.’ – Peggy
with them.
‘The images look very old‐school’ –
Our findings present a different
Jill Many users such as Peggy and
paradigm from traditional medium
Jill were attracted to Lomography
analysis. Medium analysis believes
because of the appeal of the
that the camera is important as it
Lomographic images’ saturated
creates the image (Peterson, 2008).
colors and deviance from mainstream
However, in the case of Lomography,
images in appearance.
the medium is important not only
The ten golden rules
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1. Take your camera everywhere you go.
Like any passion, you can never
unstoppable Lomographic desire
plan or predict Lomography. It’s like
to document your surroundings
your inner voice and your deepest
overwhelms you and won’t let go.
desire working at the same time.
And nor will you: you’re feeling
Lomography is waiting around the
Lomography and life starts pulsating.
corner to say “Hey good looking,
It’s the best addiction in the world.
wanna go for a ride?”
Did you know that the best photos
You might be at a garage, in the
come out of spontaneous, impulsive
woods, on an Airbus, in the Hammam,
situations and that many are therefore
at work, on the Fujiyama, or in bed
never taken, simply due to the lack
with breakfast when it hits you. Your
of a camera? Your LOMO LC-A
trigger finger start trembling, your
compact and fast and becomes an
eyes become hungry, your soul is
integral part of your body and soul.
burning for images. You grab your
It touches photographic spheres that
LOMO LC-A, click, ahhhh, click, now
other cameras can’t: unexpected,
it’s better, click. Then it happens; the
spontaneous sudden moments.
2. Use it any time, day and night. Every second is special for you and
view and perception of yourself and
your LOMO LC-A; every moment
your life. You don’t only perceive in
is monumental! When you are
sunshine, daytime, on holidays and
Lomographing, you’re not only
on Aunt Frida’s birthday, do you? So
living your life at the present with
keep shooting in any environment,
more intensity and excitement, but
every day and every night, be aware,
you’re also conserving the present
and create yourself, your being, your
for your future. All with the help of
design. Shoot restlessly and give your
your bright, dark, moody, blurred,
memory a kick in the ass with your
sharp, colourful, grey, indefinable,
lovely, crap, beautiful, artistic and silly
straightforward, romantic and fully
Lomographs.
packed Lomographs!
Esse est percipi est Lomographi. Use
Your feelings, your memory and
your LOMO LC-A whenever you’re
your Lomographs; they all mix up
alive!
to a new, complete, more authentic
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3. Lomography is not an interference in your life, but part of it. There’s no chance of relationship
and Lomography inhales life. You
phobia: the LOMO LC-A is what
laugh and you Lomograph, you
you’ve always wanted in life; your new
cry and you Lomograph, you walk
best friend, drinking buddy, spiritual
and you Lomograph, you talk and
leader and lover all at the same time.
you Lomograph, you think and
You work with the camera, you drink
you Lomograph, you love and you
with the camera, you sleep with the
Lomograph and you Lomograph and
camera. Lomography becomes a
you Lomograph.
natural and communicative habit of
Lomography is a powerful sign of
your life, just like talking, walking,
your existence, a constant confession
eating, thinking, laughing and loving.
of your lust for life and a magnetic
As a Lomographer, you are not only
field of your most intense feelings.
photographing a situation, you are an essential part of the situation itself. Life inhales Lomography
4. Try the shot from the hip. A normal photographer's point of view – looking through the viewfinder - is somehow always physically finite; it's limited to somewhere between 1.1 metres and 2.2 metres above ground. But what happens down below and up above, from a dog, cat, baby, bug, slug, bird and insect perspective? Don't hide behind your camera; break free from nonsensical conventions. Don't look through the viewfinder; forget about safety margins and unnecessary shyness! Hands up, hands down, hands forward, Lomograph from up to down and down to up, from the front to you and from you to nowhere, shoes, socks, toes, hips, buttons, belts, butts; aloha! Your LOMO LC-A is as handy as a glove and equips you with deadly fast zone-focusing abilities that let you capture a situation in a split second. Try the shot from the hip to experience absolutely free and boundless dimensions of sight.
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5. Approach the objects of your Lomographic desire as close as possible.
An essential part of your
parties. Click click, that’s gonna be
Lomographic existence is to get
a nice picture, click, can I send it to
right to the bottom of things and
you by email?, click, wonderful, click,
investigate the world from the inside.
I love you, click, communicate, talk!
Just as with people, you have to
More communication equals better
be sweet, nice, comprehensive and
Lomography. Get close, even closer,
interested to get to know the very
don’t be afraid: laugh and everyone
inside of your subject. As soon as
will not only love you and your
you feel the right moment- take a
LOMO LC-A but will also realise that
picture! Try it and you’ll see that the
Lomography is the most natural thing
deep affection for your Lomographed
on earth!
subject is strongly reflected in your image. Get in contact with your subject and build up a relationship. Smile, hello hello, the LOMO LC-A is part and mediator of your relationship, good morning, click, the camera helps you to get to know your motives and is, after all, a good reason to talk to someone at boring
6. Don't think. (William Firebrace) Your brightest and clearest insights
way to get rid of this convention:
are always your very first impressions.
Don't think! Throw your intellectual
They happen in-between moments
socialisation over board, let the
of sensual, visual perception where
unfiltered flow of information
information is delivered from your
circulate freely, untreated and unrated
senses to your brain and remains
in your mind. Shoot, feel, perceive
unfiltered. Milliseconds later it's
and shoot, have fun, shoot whatever
already too late: your big, clumsy
catches your eye, whatever attracts
and party-pooping melancholic
you, astounds you, excites you,
reasoning has put an end to the fun
seduces you.
and divided your former beautifully
Lomography is a surprising diversion
pure perception into boring concepts,
to your egghead-life and will
abstractions, ideas and problems.
enlighten you with true, simple and
That's life, sorry... Not!
wonderful revelations.
We found a wonderful and easy
7. Be fast Our world moves like a high-speed
pictures of them – but you certainly
train without brakes and is entangled
are!
in ultra-complex systems that most
So, cowgirls and cowboys: calmly
people, in fact all of us, just don't
hold your finger towards your LOMO
understand anymore – how exciting
LC-A's zone focusing meter, trust
for the Lomographic eye!
in yourself and in the automatic
Movements, actions and Lomographic
exposure, grab your guts and be
moments are not reading the paper
quick to catch the wink of time and
and waiting for you to take pictures
accidental destiny. Hold your breath,
of them...the pool attendant with the
be brave, take a chance, move,
big belly, the dance champion with
shoot, run, have fun, act fast – that's
the tight dress, the dog with the pink
Lomography!
tie, the bus driver with the fat glasses, your dad in the shower. Believe us; they are not crazy about you taking
8. You don't have to know beforehand what you captured 9. Afterwards either. on film.
10. Don't worry about any rules.
You can never foresee the results of
A few days later you get your
Don't listen to others; remain
what you're getting with the LOMO
Lomographs from the lab and can't
true to yourself, follow your inner
LC-A, as you find yourself in constant
believe your eyes: who's that? What's
Lomographic voice and never forget
interaction between Russo-Chinese
that colour? When did I shoot that?
that not all that glitters is a golden
mechanics, raw (and quite often
Whose hair is this? Is that you? No
rule.
expired) film, chemical emulsion
it's Sabrina… interesting, and Hansi's
Discover your own Lomography,
baths, the goodwill of your lab
feet too… bewildering, your butterfly
forget about your education,
technician, natural and artificial light,
collection, what a shame, a bottle
socialisation, indoctrination,
your artistic guidance and many other
of schnapps, a huge head, blurs,
knowledge and everything you've
factors that can't be relied on.
surprises, smiles, teeth, accidental
learned and not learned about
Moreover, Lomography is often
double-exposures...
photography. Set free your innermost
an unconscious act that can't be
You'll never completely understand
desires, never stop moving, never
controlled at all. Lomographs always
the world. But you'll understand your
stop Lomographing; believe in
emerge from a plethora of different
Lomographs even less!
yourself, focus on the important and
and unexpected situations, ideas,
Don't try to analyse them: look
not so important things, enjoy life
views and intentions. It's always up to
at them in a different way and let
in all its variations, forget about the
you. Your subtle play with the outside
them tell you their story, which is
camera in your hand and shoot 'til
world and its related coincidences
also automatically your story. Your
your eyes are glowing!
make the choice- to Lomograph or
Lomographic actions are a constant
not to Lomograph? You do it because
record of your existence that
it's great fun, because it makes you
illustrates the adventures of your life
curious, because it's very exciting
in all its anomalies, moods, shapes,
to know that you never know what
colours, faces and blurs. You don't
you'll get and because it allows your
need to know afterwards what's on
creativity, intuition and inspiration to
your film – just read between the
soar heights you never imagined!
lines, between the Lomographs, learn
Living with the LOMO LC-A means
to look in a different way and read
always living with unpredictability,
their forms, feelings, expressions, their
uncertainty and coincidence; it is
swings, their grooves: your life!
therefore living in freedom.
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A escolha deste tema reflecte-se num gosto pessoal, descoberto há alguns anos. A Lomografia ao contrário dos outros tipos de fotografia proporciona uma imagem muito mais espontânea. Surgiu em 1982 durante a Guerra Fria. A União Soviética tinha interesse político na época de divulgar o estilo de vida das famílias e, para isso, criaram uma máquina leve e fácil de usar, distribuindo para todas as casas e famílias que deveriam fotografar seu dia-a-dia. Essas máquinas caíram na mão dos jovens que, pelo estilo experimental que ficava nas fotos reveladas, começaram a espalhar pela Europa o conceito da Lomografia. Porém, na era digital, as máquinas Lomo foram um pouco esquecidas. Começaram então os investimentos no design da máquina e também nos acessórios, como lentes especiais e coloridas, fazendo com que as fotos espontâneas e o estímulo pela curiosidade desse nova vida às máquinas analógicas. Fotos dinâmicas, despretensiosas, descontraídas e conceituais é a proposta da Lomografia. A lomografia é um fenómeno fotográfico produzido por uma câmera analógica de alta sensibilidade, capaz de registrar cor e movimento sem necessidade de flash e sem deformação. O processo consiste na recepção contínua de luz que é feita através do sistema de exposição. Outro efeito, dependendo do modelo e da lente, é o olho de peixe, no qual a fotografia fica com uma moldura circular. As lentes das máquinas Lomo são de plástico e produzem efeitos artísticos, com efeitos nostágicos, “imitando” sonhos, fazendo com que objectos comuns ganhem encanto, detalhes que em outras situações passariam despercebidos. Caracterizadas por misteriosas vinhetas, sobreposições, vazamentos, grãos lo-fi, borrões e um mágico equilíbrio entre contraste e saturação. Os textos presentes nesta publicação foram todos retirados do site " http://www. lomography.com/ ". Com os mesmos pretendo transmitir a ideia base da lomografia, mas também um pouco do que a envolve e diferencia dos outros tipos de fotografia.
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