Motive and Perception as Distinguishing Factors of the use of Analog Camera in the Digital Area

Abstract

This research is aimed to identify the motives of analog camera users in using the analog camera in the midst of current digital era. It is also conducted to understand the society’s perception and opinion on the existence of analog camera in current digital era. The theory employed in this research is “Uses and Gratification” by Elihu Katz and Jay G. Blumler. This theory corroborates that generally the society uses the media for specific motives. Perception is predicated on three things; selection, organization, and interpretation. Selection consists of sensation and attention; meanwhile organization is heavily linked to interpretation which is defined as “attaching a stimulus with other stimuli to derive the whole meaning”. This research uses a positivist or classical paradigm with a quantitative approach and a descriptive research form. The data collected for this research was taken from a survey with dozens of questions done to 117 people, consisting of analog camera users and the cyber society. The data analysis used here is discriminant analysis. The result of the research shows that there is a motive of using the analog camera predicated by a desire to experience using analog camera and a desire to gain prestige; the accuracy of using this discriminant model is 57,1%. Meanwhile from the perception argument, the use of analog camera is predicated by “a perception to have unique analog camera images”, “a perception to look skilful in photography” and “a perception to cultivate the skills in photography”, the accuracy of this prediction achieves 47,1%.