Exploring the Link Between Identity and Analogue Cameras

Sammanfattning: This research aims to explore how identity is shaped through the consumption of film cameras. Identity can be formed in numerous ways, through norms and values, social relationships, and much more. In the digital era, there is a lot of pressure on creating and maintaining identity quickly, as social media speeds up identity building practices. To explore how identity can be shaped through physical objects, film cameras are used. Pictures taken with film cameras are less convenient than the digital counterpart. Despite this, people still continue to use film cameras. Going back to older technologies to slow down consumption and build identity through that can show that identity has become more complex and consumption patterns are changing. There is a lot of research on how identity is becoming increasingly complex and creating and maintaining identity is a lot more varied in the current day. However, how the pressure to constantly create and maintain identity can alter the identity shaping process is not researched. Particularly in the case of film cameras, there is no research done on why consumers would pick up this analogue technology despite better options being widely available. To investigate this, the following research question is proposed: why do consumers use film cameras to shape their identity? To answer the research question, a deductive approach is used to gain further insights on the consumption of film cameras and how it contributes to the identity building process. Semi-structured interviews were conducted with participants who have recently started using film cameras to discover their motivation for starting to use film cameras and how it helps shape identity. The journey of using film cameras to shape identity can be seen in a journey from the past, present to the future. This process becomes a part of the identity building process, and is shaped through personal experiences, nostalgia, and the need for authenticity. This offers insights into consumption patterns, as well as ads onto existing literature.