Instant, unlimited and mobile.


Instant, unlimited and mobile.

Photography has not only modified the device for recording images, but also modified its subject range, including its means of communication. Traditional media, such as paper and books, have long been used by digital media to share thousands of images on the Internet and mobile devices every day. With the development of time and technology, graphics format has obvious advantages in image quality, animation use and interaction. Many of these technologies, such as Flash, were initially innovative and widely used, but quickly replaced.

In this case, one of the formats that has existed since the inception of the web page is the GIF (graphics interchange format), a technique developed by CompuServe in 1987. In the screen and the display resolution has bring audience of thousands or even millions of colors complex compression algorithm (such as JPG or PNG), GIF has enabled the insertion of up to 256 kinds of color graphics. A few years later, an improvement allowed multiple graphics sequences to be merged, and for the first time, a modest animation was created on a new network, with a light weight and fast display speed without the need for additional plug-ins. So animated GIF was born.

Other formats are being abandoned because they are incompatible with new devices, high processing requirements for correct display and visualization, or rely on complex tools to add animation and interactivity. At the same time, GIF continues to run due to its flexibility and compatibility with many different systems, browsers, and even mobile devices. Therefore, it has recently been widely used and is no longer confined to publicity and marketing.

In this case, as part of the current trend, GIF is an interesting tool for visual expression and experimentation due to its special technical, communicative and expressive nature. In fact, animated gifs allow users to create real moving photos and record short, repetitive movements. Replication in a loop (infinite repetition) emphasizes the idea of time redundancy and therefore increases instantly, completes the action and highlights it. Time is no longer eternal, but now is superfluous. This is what is known as “Cinemagraph”, a variant of animated GIF that is limited to certain areas or specific shooting elements. GIF doesn’t try to freeze the moment but insists,

This Narrows the gap between photography, film and video. These frames in motion alluded to the first film by the Lumiere brothers, which captured the moment of action and reproduced the sequence of actions. Unlike in that era, audiences were not only used to image, but also oversaturated. Observation is no longer guided by surprise, but is recognized by an indefinite extension.

Compared with the visual quality of film and photography, animated gifs remind us of the texture of the first camera, a soft color, and poor quality images. Film and photography maintain certain expressive and visual independence with video and GIF. These media refer to different concepts because they have different modes of communication and different forms of interaction with the audience. They build a relationship with the active audience, they repeatedly image to meaning, according to the perceived interpersonal relationship of various factors, to explain and to explain the outside factors, such as interface and support image equipment.

However, the content that is manipulated by the GIF usually extracts a particular image from a photo, movie, or video, and emphasizes specific actions or elements of the movement. The GIF narrative is ephemeral, but repeated, describing moments and actions, delving into content and the ability to seduce and disseminate ideas and emotions. In fact, action has always been a pillar of meaningful visual architecture.

Not surprisingly, this digital format is currently being explored by visual artists and photographers to produce motion images as alternatives to movies, video or animated lenses. Although it may seem to understand the scope of existing in animated GIF is complex, but the format will have time to use the limited scope into its greatest asset, with the possibility of a wide range of expression and conceptual. It also provides guidelines for redefining the concepts and concepts involved in the evolution of photography, which will certainly not be the same in the years to come.


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