The text begins with a comparison of the bodies of two celebrity females – to point out the differences in body shape are digitally enhanced for the current use of the celebrity’s exposure. I like the statement given under plastic and digital surgery; that our actions are focused on the image rather than the real thing. As something i’d heard quite regularly about multiple professions and lifestyle is the intention to look successful rather than be successful is what is sub-consciously focused on.
The book refers that although digital enhancement is an expected, it is not always innocent -especially in commercial use with reference to Twiggy’s Olay anti-wrinkle cream advertisement, she expressed her looks were a result of the product rather than truthfully, it was photoshop – which unethically gives a false influence to the audience, an excellent example of how photoshop can create a falsehood, primarily dependent on the delivery and use of the image.
Spoken about next is photojournalism; Fontcuberta verifies the complication of the distinction between intent and moral issues with an example of photographer Brian Walski. Walski combined two very different photographs that overall gave a false impression of something that is documented in order to enhance the tragedy seen within the photos. Fontcuberta argues that the essence of the the original and doctored photo are the sae because it is what ‘really happened’.
In my mind I am left with no conclusion excect that the morals of digital retouching and enhancement will always be argued because of the consequences of the social impact that it leaves behind.