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Survey 2014
ALTERNATIVE
PHOTOGRAPHY PRACTICES WORLDWIDE
A summary of the explorative study
defining the applications and needs of alternative
photography consumers
Alternative
Photography is the practice of non-mainstream photographic techniques.
The explorative
study defining the applications and need of Alternative Photography consumers
was designed to collect information on the practices of Alternative Photography
worldwide, including demographic data and practices, the needs of consumers and
the understanding of the term Alternative Photography. The study also paid
additional attention to the Benelux region. 974 Alternative Photography
practitioners from 66 countries contributed to the survey in the autumn of
2014.
The
study yields valuable information concerning Alternative Photography practices.
A significant finding is the high number of users (52%) practising Alternative
Photography for less than
five years. Roughly 60% of these ‘newcomers’, are younger than 45 years old
and practise Film Photography as a hobby. The largest group of ‘newcomers’
appears to be in Middle and South America, Africa, Asia and Australia.
Most applied techniques are related to Film
Photography, equally so, among those who practise Historical
Photography-related processes as their primary technique. The most popular
Alternative Photography techniques are Film Photographic Techniques, pinhole photography,
cyanotype, silver gelatin prints, Lomography and instant photography.
Consumers
purchase their supplies primarily at suppliers specialised in either Film
Photography or Historical Photographic techniques, as well as local stores. A
majority of the consumers does not have complaints concerning unavailable or
difficult to obtain supplies. The main inaccessible supplies are films and
chemicals. A large number of reports regarding supplies comes from Middle and
South America, Africa, Asia and Australia.
There is widely available information and
knowledge on Alternative Photography processes. Searching through establishment
and community channels mentioned in this survey, a person could find all
information needed, either published or on request. In the survey participants
ask extensively for assistance regarding education and information. At the same
time, inconsistency is found in communication channels used by the
participants. There is a high contrast between expected usage and reality.
Social media is used for enhancing knowledge rather than for connecting with
the community. At the same time, some channels designed for providing
knowledge, are primarily used to connect with the community. Participants use,
on average, two different communication channels, while in total, 49 different
channels were mentioned in the responses to the survey. These evidences in the
study clearly show that available knowledge and information does not always
reach consumers. There are many communication channels, but their usage is
ineffective. Aside from these indications, the term Alternative Photography is
defined in various ways by users. Some users did not participate in the survey because
they did not consider the topic to be relevant to their practices. Moreover, when
designing the survey, some establishments were excluded from the optional
answers, simply because their existence was not known to the author. They were
not mentioned by co-operating establishments, nor were they visible when
searching for possible establishments on the internet. These two facts affected
the participation and hence the results of this survey. They give a good
example of how these communication barriers can have a negative effect on
actions and developments in the community.
Furthermore, over a third of the participants in
the survey requested help and suggested development in the field. They referred
to making supplies available and affordable, extending online and offline
education possibilities, and getting assistance with fundraising and
exhibitions. They also referred to increasing international co-operation and
acting for the benefit of the community by enhancing marketing strategies,
growing awareness for Alternative Photography and providing sustainability in
the field.
The study displays demographic similarity between
the Benelux and the worldwide users. There is a considerably higher rate of
Film Photography practices in the Benelux compared with the worldwide
practices. The Benelux users purchase their supplies at Film Photography-related
suppliers, yet not at Historical Photography-related suppliers. The majority
regards Film Photography as part of Alternative Photography. Finally, the
Benelux users prefer Analoog Foto Forum to AlternativePhotography.com as an
information channel. The use of communication channels is found to be rather
effective compared to the usage worldwide.
The above-mentioned facts indicate a possible
growth in the practices of Alternative Photography and raise issues concerning
communication, education and supplies that need attention.
The
results of the study detect positive trends in Alternative Photography
practices worldwide as well as in the Benelux region. The amount of
participation in this survey shows great dedication of the users. A
contribution of 974 volunteers participating in a survey is considerably high,
especially for an explorative study promoted by a relatively unknown
organization (Dutch Alternative Photography). The eagerness the participants
showed in providing extensive answers to the open questions revealed their
commitment. The broad assistance from many establishments, the enthusiastic
reactions and willingness to promote the survey have reflected the loyalty of
the Alternative Photography community. A slight majority of the participants in
this survey practises Alternative Photography for five years or less and is
younger than 45 years old. The high amount of young practitioners might
indicate a growth in the number of users and a promising development in the
field.
This
study has been a first data recording of Alternative Photography practices
worldwide. It is therefore impossible to draw conclusions regarding growth of
practices in the field. Simultaneously, this study may not represent the
complete population of Alternative Photography practitioners worldwide. It
rather portrays an image of practitioners who are connected to the internet,
who use online channels of Alternative Photography establishments and
communities, and who are willing to participate in surveys. However, this study
clearly shows a substantial attendance of enthusiastic Alternative Photography
users. As such results of this study give an extensive oversight of these
consumers, their stated needs in this survey should be paid attention to.
The
consumers have sought assistance and raised some issues in the study that
should be considered. The need for available supplies and knowledge is
highlighted. The results of the survey also show lack of sufficient
communication. Enhanced collaboration between organisations could be helpful in
solving these issues. It is therefore recommended that establishments in
the field of Alternative Photography work together to provide solutions to the
needs of consumers. They should bear in mind the high number of newcomers and
consider a suitable term to describe non-mainstream photographic processes, as
the term Alternative Photography is ambiguous.
Concerning
the communication, the study shows that some knowledge and information does not
reach the users due to a high number of communication channels. To improve the
dissemination of knowledge and information, the number of information channels
could be limited. The most widely used and publicly visible channels could be
preferred as main channels. These channels could serve as either the basis of
all information or as navigators to other existing channels. The limitation of
channels can be accomplished by the willingness of the chosen main channels to
expand their services where needed. The willingness of other channels,
establishments and communities to connect through a limited number of channels
and to co-operate for improved communication results, would be equally
essential for this course of action.
The
lack of films and difficulty in obtaining chemicals were expressed by users in the
survey. Some of the complaints are based on regional regulations and are therefore
difficult to resolve. Other complaints regard high prices. Suggestions for
collective purchases were made in the survey. Collective purchases can be
easily achieved by co-operation between establishments, in combination with
clear communication through the appropriate channels.
Solving
issues with
regards to films (bringing discontinued films back, adding a variety of
new films and pricing) are mainly within the domination of the commercial
establishments. However, the community can influence those establishments in
two ways: expressing users’ wishes and expanding the community, thus creating a
higher product demand. This can be achieved by propagating Alternative Photography
outside the existing community.
Finally,
the users expressed wishes for international collaboration, financial
assistance, exhibitions, international events and knowledge centres. These can
be accomplished by using this report a basis for grant submissions with regards
to Alternative Photography activities.
As
this was the first survey of its kind in the field of Alternative Photography,
it provides a broad overview of alternative photographic practices and the
Alternative Photography community. Due to the limited design and realisation
possibilities of the survey, it should not be used for calculating statistics
or forecasting future trends. The survey can be applied for improving present
practices and providing basis for future studies.
The full report of the study is available on: