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media highlights how the introduction of a new technology provokes cognitive processes in the culture seeking to absorb it, while sparking off a reassessment of established media forms. It is the threat of disappearing faced by basic elements, which initiates the re-evaluation of established media forms, where what is perceived to be endangered received more attention and value. This concept resonates in the process of media transition, and a good example that can be used to illustrate this is the camera industry. When digital cameras are first introduced in the late 20th century, the industry was taken by storm. There was a scramble to make the switch from film to digital as the new technology brings simplicity in aspects such as storage and photography skills. However, it is these promises of digital cameras that initiated a renewed consciousness of the rare and valuable qualities of film cameras.