GO ON. LOOK IT UP. WE DARE YOU.
By MICHAEL PERKINS
ANYONE WHO HAS PURCHASED A CAMERA IN RECENT YEARS could easily conclude that the relationship between manufacturers and consumers has moved into a unique new place. Quite simply, the reason camera-makers make certain features, and what they believe we want them for, has fundamentally changed.
Since the push, near the beginning of the digital era, to make basic camera operation more and more instinctual (which is to say, make the cameras smarter so we can think about their processes less and less), several stages of the maker/user relationship can be observed. In the first stage, the classic owner manual is split into two separate publications: the “quick start” booklet of twenty-some pages in which the basic operations of the camera are explained: and the “full-on” manual, which includes all the information in the booklet along with everything else the camera does beyond just pointing and clicking. This first stage has lasted some twenty years, after which we have entered a second phase in which cameras are being sold with only the quick start guide included, while the full manual exists not even as a physical book but as a download. This is a very big change in emphasis, when you think about it.
Obviously the camera makers still think some people want a boatload of options and features built into their cameras. But their research must be showing them that, not only do fewer and fewer people want to know how these tools work, it’s not even important to tell them that such features exist. There is no other reason for the manufacturers to make a shift to a business model in which the full manual need is not even included with a camera purchase, other than a belief that the majority of users will take pictures in much the same way with much the same finite menu of options for as long as they own their cameras. Moreover, the makers must be convinced that it’s safe to save money by not including more sophisticated guides for their products because most people will never miss them or seek them out.
The “just the basics” approach to user manuals makes a little more sense with compacts and point-and-shoots than it might with full-on mirrorless or DSLR models, but in between those two extremes there is the growing middle ground of “bridge” cameras, units that hybridize the convenience and simplicity of the low-end of the market with the vast array of features from the higher end. Instruction for these mid-phase cameras is important both for the basic photographer, who is now ready for some additional flexibility, and the more experienced shooter, who wants to know how much “less” is being offered from what he’s used to. Certainly cameras are capable of accomplishing more and more with less and less human input. But photography is about more than merely “getting a picture”, and it should be easier, not harder, for consumers to learn the full use of devices in which they’ve invested serious money.
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