Objects of Desire: The Nikon FM Camera - Essay Example

Objects of Desire: The Nikon FM Camera Institute Objects of Desire: The Nikon FM Camera Background Nikon’s slogan “at the heart of the Image” summarizes what it has taken this Japanese based technological company to be a world class leader in digital imaging, precision optics and photo imaging technology. Nikon is globally recognized for setting new standards in product design and performance. Its unique selling proposition rests in the organization’s commitment to quality, performance, technology and innovation (Simon, Rudi & Hauschild, 2004, p.14) The company markets and distributes consumer and professional digital SLR cameras, NIKKOR optics, Nikon 1 and COOLPIX digital cameras, speedlights and system accessories. The company has established itself since its inception in the mid-20th century as a celebrated brand that is loved the world over by consumers and professionals. The analogue Nikon FM camera This was the most prestigious cameras celebrated in the history of the Nikon Company and is still to date a treasured classic. The camera launched in 1977, taking around 60years of focused research and modeling was the first compact camera ever to be launched by Nikon being technologically designed with the aim of patching some weaknesses that were identified in some of the earlier mechanical Nikko mat FT series models. The camera was among the first to use the Automatic maximum aperture indexing system (AI system). At that time the company was trying to adopt an AI system for a SLR camera TTL metering system. The system was viewed as the most advanced technology at that time and this gave Nikon a competitive advantage. The AI system “adds a meter coupling ridge to the aperture ring;” and this enable the encoding of the “current aperture setting relative to the maximum and a Lens Speed Indexing Post on the mounting flange, which encodes the maximum aperture itself.” (“Nikon F-Mount”, n. d) This camera further adopted a square type focal plane shutter known as Copal CCS-M. This kind of shutter has a shutter speed selector cam that is arranged horizontally. If coupled with the shutter dial, the dial goes through the camera’s front panel. This was made for the purpose of ergonomics because when looking through the viewfinder, the aperture ring and the shutter dial are closer making operations very easy for the user (Stafford, 2009, p.54) Subsequently, the camera possessed an automation and value engineering such that there was a move to automate most machines including watches and cars for high performance. The camera though still an analogue camera was automated in most of its functionalities especially the mirror box. In value engineering, a camera was to be built using fewer and cheaper parts while maintaining performance. This camera incorporated the same making it the first compact light weight camera of its time. This camera was essentially built to tap in the huge unexploited low end consumer market. During the trail phase, the camera was put to test in low temperatures in the polar expeditions and this was to test whether the camera could stand extreme weather conditions such as cold temperatures below 60°C a performance feature that played favorably for the demand of the product. Many photographers at the time were reluctant to use cameras that consumed batteries especially with changes in temperature and the Nikon FM proved to go low on battery giving it an advantage over the rest of the cameras. Analysis of the Camera The Nikon FM revolutionized the field of photography and especially for the non-professionals in the field. The camera did not require professional knowledge in order to operate because of its simplistic nature. On a philosophical benchmark, FM Nikon camera was built on the main premise of developing a camera which will be easy-to-use and can respond quickly, with main emphasis on automated operation and also portability. These features were incorporated, so it can be more advanced and user-friendly than the SLR cameras. SLR cameras were heavy and bulky as a result of the many components integrated together, while the FM camera was designed to be compact and lightweight. Critically saying, the camera has to fulfill various photographic expectations, and thus a camera was designed to provide optimum performance up to the levels of SLR cameras together with the ability to interchange a wide range of lenses and other components. The selenium photocell exposure meter was provided with the option of being removable, with the aid of external exposure measurement. This is because the in-built design could not ensure reliability on expected lines. “The exposure meter was to be fully coupled with both shutter speed and aperture.” (“Debut of Nikon F”, n. d). The design meant that the lens aperture ring was to be fitted on the mount part of the camera, avoiding the lens front rim. A unique fitting of the lens mount was to be developed with a far bigger inner diameter, with the intention to ensure compatibility with other lenses available, and allow a “vignetting-free combination with long focus lenses and fast speed lenses in the future” in relation to the increases in shooting range. (“Debut of Nikon F”, n. d). With the foregoing discussions it is quite imperative that Nikon fm camera was a true object of desire. Firstly, the camera was technologically advanced as compared to others at that time. Technology at this time was a competitive advantage and the more sophisticated a machine one had the trendy they were. Secondly the camera was designed to be a versatile tool to be used by every person, both the amateurs and the professionals. Its usability made people want to own it especially for non-professional work. Norton (2002) also notes conclusively that the compactness and light weight of the camera made it a handy tool. These aspects made the camera famous and continuously covered in the media. Many cameras at the moment were bulky, heavy and made of many components and one had to carry all of them, fix them before using them. A compact camera was greatly admired by many. To emphasize further, the camera was built such that it remained compatible with many other camera accessories and this gave it an edge over the others as one could easily fit lenses and other parts at any one time. It was a camera designed for the future with the capacity to be upgraded using latest parts and technology. The Nikon FM provided the user ease of use without worry of accessories as any lens made at that time could easily fit and be used without problems. The brand Nikon is associated with technology, quality and performance. Many people associate Nikon with high end products of high performance and superior quality. The products are also expensive but give the user value for money. Nikon’s Slogan “at the heart of the Image” fits their products especially the classic Nikon FM that was the most technologically advanced camera of its time producing high quality pictures as compared to other cameras. Its metallic design with brass coating was something that was admired on cameras at that time. It symbolized superior quality and high performance. Brass was also admired because of the fact that it does not crack when dropped but bends instead. It is also the best metal to use as it is relatively stable in a wide range of temperatures thus making it desired for cameras. Japan has always been associated with technology and that is why the Nikon FM is attributed for its superior performance and innovative design that has lasted over time. The camera is still in existence today though its production was stopped because of the costs associated with production. The myth about Japan being technologically advanced come from another myth that the Japanese are workaholics and work all day resting for a few hours of the day. The myth is associated with high performance a characteristic of the Nikon FM camera. A myth confirmed by Reuters by ranking Japan top of the workaholics’ people. (Goldman, 2011) Myths exist in our everyday life and culture. They are spread by many things and among them the most profound is the media. The media helps us to interpret messages and culture. It tells us what to think about certain things and how to think about them. Myths are also spread through narratives from one generation to another. Earlier years witnessed the transfer of information by word of mouth before the invention of modern means of communication. Today the media acts a method of cultural transmission by bringing the culture of other people and countries in the comfort of people’s homes. This is especially done through films and social media that have been designed to portray an image of a given culture (Zarrella, 2006, p.159). For example the Americans are known to be technologically advanced with the latest weapons and machines aiming it a super power. People in the third world countries come to know about this through the films that they watch about America. As for Japan, they work most of the time and their films and news conveyed about them show this in an effort to affirm their workaholic culture. The Nikon FM at that time was classy and trendy and everyone wanted to own it. If you were a photographer at this time and you did not have this camera you would be considered as backward in terms of technology. It was the most celebrated gadget of its time that showed individuals were moving with the pace of technology. If the non-professionals had the camera it meant that anyone could own it and use it at home. It was unfashionable not to own this camera in the late 1970’s. References “Debut of Nikon F.” (n. d). Nikon. Retrieved from: http://imaging.nikon.com/history/chronicle/history-f/ Goldman, L. (2011, Feb 25). Business Insider. Retrieved from: http://www.businessinsider.com/countries-with-the-most-workaholics-2011-2 “Nikon F-Mount.” (n. d). Ja Halite. Retrieved from: http://buy-dslr.com/index.php/f-mount Norton, B. (2002). The Art of Outdoor Photography. New York: Voyageur Press. Simon, S., Rudi, H & Hauschild, H.J. (2004). The New Nikon Compendium: Cameras, Lenses & accessories since 1917. New York: Lark Books. Stafford, S. (2009). Nikon, Part 90. New York: Sterling Publishing Company. Zarrella, D. (2006). The Social Media Marketing Book. Sebastopol, CA: OReilly Media, Inc. Read More