Digital media came about in a process originating from analogue media, the way in which is distributed, created and consumed has now evolved into a digital modern format. The emergence of new media can be argued to have been a gradual process where analogue formats have blended into the new formats, they still exist in a newly devolved way, however many argue against this, Rodowick’s theory states that digital technology takes away authenticity and originality that once derived from film and photography. Rodowick argues that they are two completely separated media formats, digital being a completely evolved and changed media form to its counterpart.

Digital transformation can be seen as gradual but groundbreaking, going from radio, cameras and computers to phones the internet and game systems, we have come a long way in terms of technology, however it is questioned whether the development only improved ease of use or rather did it cause there to be a decline in media produced from these new forms.

More specifically the film industry has moved forward in ways that seem normal to us now however when Disney Pixar’s fully synthetic animated film ‘Toy story’ was released, critics were taken aback by the transformation from Disney’s previously analogue hand drawn animation to this new computerised form of entertainment.

Realism and natural phenomenon were things that analogue media captured and brought to its consumers however new media and technologies create an almost digitally generated form of entertainment some may argue its hard to connect to these manmade phenomenons rather than the natural processes that were once captured behind a camera. But is analog film and media formats as authentic as we think, when taking into consideration that everything is pre mediated for example camera angles, framing and editing, we can’t help but question Rodowick and his testament against digital transformation of media.

Naimah Ahmed 3370742701