Role of Photography in Communication and Social Media

This report explores the role of photography in the development of communication system and social media platform. It discusses the importance of photography in expressing emotions, promoting brands, and presenting information. The study also highlights how photography helps in connecting users and promoting effective communication.

Dissertation
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ABSTRACT
The current report based on determining the role of photography in the development of
communication system and social media platform. The main purpose behind conducting this
study is to present the evidence about the fact that photography constitute a major part of
communication and it can be used to spread information more quickly as compare to other tools
and other mean of communication. From this study it has been found that photography now
become a major part of communication where people use it as a tool to capture memory in a
frame and share with other people to present their information, some use it to spread awareness
about something like social issues and some uses it as per the business purpose where it is used
to keep customers aware or informed about eth changes get adopted by a company or range of
product or services it offers to the customers base. Other than its also depicted within study that
social media platform plays a major role in improving communication system by making use of
photography. This is so because it act as a platform which connect larger number of people
throughout the world which make it easier ro share the pictures and spreading awareness about
things. The study is conducted using qualitative method of investigation to present the theoretical
concepts for supporting the main title of research. In support with this the investigator used
secondary source for gathering the information to achieve the main objective behind study. From
the overall evaluation of study it is recommended that an organisation must remain focused
toward what it actual want to convey through a picture to order to create its positive image in
marketplace any wrong message that get extract it from a photography of a business may take it
into an ethical issue and affect the its brand image as well.
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CONTENTS
ABSTRACT....................................................................................................................................2
Contents...........................................................................................................................................3
TOPIC: - How dоеѕ photography help in the development of the соmmunісаtіоn ѕуѕtеm and
ѕосіаl mеdіа platform?.....................................................................................................................4
INTRODUCTION...........................................................................................................................4
Background of study....................................................................................................................4
Research aims & objectives.........................................................................................................5
Rationale......................................................................................................................................6
LITERATURE REVIEW................................................................................................................6
The importance of photography in the growth of communication system..................................6
The ways through which photography promotes social media platform.....................................9
Manner in which photography help in connecting users with social media platform...............12
RESEARCH METHODOLOGY..................................................................................................14
DATA ANALYSIS.......................................................................................................................17
CONCLUSION..............................................................................................................................21
Recommendations......................................................................................................................23
Area for further study................................................................................................................23
REFERENCES..............................................................................................................................25
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TOPIC: - How dоеѕ photography help in the development of the
соmmunісаtіоn ѕуѕtеm and ѕосіаl mеdіа platform?
INTRODUCTION
Background of study
Imagery become one of the most important tools of communication in todays world where each
and every person want to share their most important moments or feelings to their close ones.
This is the reason the photography has now become a major part of one’s life as it is believed
that phots can say that words might get struggle to represent and vice versa. It is so because
communicating a scene or object within a photography is as similar to communicating it within
writing. But when it is written the jumbling ow words sometimes result into loss of meaning but
the photography represents what the actual thing a person wants to say in more beautiful manner
(ALL YOU NEED TO KNOW ABOUT SOCIAL MEDIA FOR PHOTOGRAPHERS. 2019).
Therefore, it can be said that photography is consider to be a most significant medium through
which one can communicate about what they actual want to communicate without being stuck
into the puzzle of words.
The imagery and photography have now become a crucial part of a communication
system in modern time. Communicating a scene or an object in photography is as similar to
communicating by writing about it. But in writing a scene that one want ti represent may lost its
meaning due to jumble of words, but the photography represents clear visual that one wants to
share with other and with photography others also would be able to experience or imagine that
situation which actually words can’t represent (Zappavigna, 2016). This is so because a
photography helps in capturing a moment in time with all the feelings, emotions or messages it
want to communicate with the rest of the people who are going to visualise that picture.
The photography is considered to be a most effective medium through which the
messages are being presented to the people about a particular thing. This benefit is also being
avail by several business in order to present their brand message or promote the products in more
effective manner in order to gain the attention of customer. Ijn today’s world the companies
understand the importance of photography and manner in which it support the brand vision
effectively. Corporate photography is not only limited to the headshots of honchos, assembly line
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of company or spatial shots. Now it is becoming more about the vibe that a company have, its
employees, value they represent and present in picture in best possible way.
With the increasing prominence of online platform people are getting more attracted
toward considering things with the help of photography and businesses take advantage of this. It
can be seen from selling cloth to consumer electronic where people are being presented with
some attracting pictures that help them in determining how the actual product look like when
they use it. This support them in forming up a decision about buy or not to buy a particular
commodity (IMPORTANCE OF PHOTOGRAPHY IN BRAND COMMUNICATION, 2019).
Other than this when it is considering in service sector like hospitality, a brand can present the
picture of physical environment that customer will get when they avail a service from particular
hotel. Hence, it can be said that photography plays a significant role in communicating a
particular message to people without being converting into words and consider to be most
attractive method of communication. In this usually hotel and resorts uses social media sites in
order to promote their services by placing a photographs of configures experiencing services
which depict t the whole picture regarding the kind of services a person will experience when
visiting there.
Research aims & objectives
Aim:
To investigate about the role of photography in the development of communication
system and social media platform.
Research Objective:
 To examine and appreciate the importance of photography in the growth of
communication system
 To determine the ways through which photography promotes social media platform
 To analyse the factor in which photography help in connecting users with social media
platform
Research Questions:
 What is the importance of photography in the growth of communication system?
 What are several ways through which photography promotes social media platform?
 In what manner photography help in connecting users with social media platform?
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Rationale
The main purpose behind conducting this study is to develop an understanding about the
ways in which a photography helps an individual to communicate about their views and feeling
in a visual manner. The study has a wider scope as several things related with the importance of
photography in communicating message of a company to the target group effectively and how it
can be used as a tool to keep customer engaged within it. This is so because earlier not much is
being studied earlier in this regard as several studied are available on some related concept which
put more emphases toward digital content as a whole over the marketing practices of a business
but it doesn’t put much light over how photography help in enhancing the message quality and
clarity to customers and keep them engaged (Brown and Phu, 2014). So, this study will support
in determining the ways in which photography proves to helpful for a business in representing
the message to customers in more attractive and clear manner that remains in their mind and help
in increasing brand awareness. By conducting this study, the research wants to find out the ways
in which photography support in forming up an effective communication system. Additionally, it
also put light over the role of photography toward the development of social media platform as
this is one of the most prominent platforms over which the photographs are beings used and
share among the people with some purpose.
LITERATURE REVIEW
Literature review is defined as that section of an investigation which focuses toward
reviewing the information which is already present or being investigated by some another person
before over the current topic. So that an in depth understanding about the topic as well as it
nature can be understood in order to proceed further to investigate more about a particular topic
by taking previously established understanding as a base to move forth. It also supports in
identifying the nature of study to the investigation with the help of which further plan for
investigation can be created (Cruz and Lehmuskallio, 2016). This provide a guidance regarding
the information that must be covered in effective manner to achieve the appropriate answer to the
research questions so that the main aim behind conducting the study get successfully achieved.
The importance of photography in the growth of communication system
As per the view point of Ballenger. H.B., 2014, photography is considered as a universal
tool which is used for communication about something. It is widely use for communication with
limited resources in order to present a message, make people aware about something or brining a
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social change etc. all can be done with the help of photography. The photography has now
become one of the crucial parts of an individual life as they use it as a tool to make their
communication more imagery, visual and making things clearer to the people to whom one
wants to communicate. The importance of a photography in growth of communication system
are mentioned below:
Expressing emotions: - Photography is a tool which support people in communicating
with others regarding what they found attractive or beautiful. It supports a person to
communicate about the small moments in time when they experience a particular emotion or
mood. With the help of this a person can communicate several emotions like sorrow, joy, wonder
or humility.
According to Penney, J., 2015, the photographers have the capability to change the way
people perceive things and promote the change that must be there in the society for its
betterment. There are number of people who photograph about the social issues and with their
message communicated in photography they demand for justice. This help in creating an emotion
of sorrow among people by determining such kind of issues and other people in society get
motivated to take up certain action to resolve such issues. This is so because a photographer with
his/her in pictures try to connect people with a particular situation and they get influence with it.
Promotional purpose: - Peate. S., 2017 said that the photography is also used by several
different organisations as a medium to interact with its customers and present them information
regarding the product or services and represent them with the brand story. The photography for
promotional purpose is very much common among the organisations despite of the industry or
sector to which they belong. Every brand, uses visuals in the form of photography in their brand
story in order to attract people toward it. Beautiful bespoken photography provides a business an
extra layer of trust and appeal which support in maintaining the attention of audience to the
brand and making it constant. This can be understood with the example of a fashion retailer
ASOS that uses evocative and bright photography packed with number of people which provide
customers a hint about the lifestyle material that this brand offers and in categories in which it
actually deals under clothing. These all tactics help in attracting people by representing the type
of clothes and trends they actually get while purchasing from ASOS.
Presenting information: - The photography is considered to a medium for expression
range of emotions, messages or information without writing in just a frame. This plays a
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significant role in capturing the attention of people toward a particular thing which words
actually don’t grab to that extent.
Therefore, it is well said by Sarvas, R. and Frohlich, D.M., 2011, that photography is best
tool for building up an effective communication system. Due to this feature, majority of people,
groups or institutions mainly uses photography as a medium to spread information among
several people. A better example of this is spreading information about a particular event that is
going to be organise at some place within a set time period. This help in grabbing the attention of
people who are interested in such kind of event, as words can only express the schedule, venue
or activities that are going to be performed within a particular event. But with eth help of
photography the organisers can represent the environment or experience that an individual gets
with their visit and attending of that event along with the arrangement that are being made for the
attendees. These all support in expressing more with the picture which further support in
promoting a message widely and ensuring the people connect to this at large.
According to the view point of Balm. J. 2014, photography has arguably become highly
valuable and potent instrument used for aiding communication. It is considered as a medium that
an artist use in order to distort or interpret a particular thing, scene, event or reality with the help
of a focused photography. There is a cliché famous about a photograph that is “a picture tells
thousands of words”. It is true as a photography help in remembering things easily, help in
capturing attention, aid toward explaining the concepts and inspire people to perform action in
particular direction. The human beings are considering as virtual creatures and a large percent of
human brain dedicate it5self to the processing of virtual things. Therefore, it can be said that the
love for image lies with in the cognition and ability to pay attention. This is so because a human
brain process images as the speed of alarm as when an individual came in contact with the
picture, his/her mind analyse it within a short span of time, identify the meaning and scenario
behind it immediately. Therefore, the photography is considered as the most crucial part of an
individual’s life as it helps them in giving a meaning to something, characterise things, share
information and emotions and promoting things. The image is not just important to crucial a
message but it can also be considered as the need of human being as without photography a
communication is incomplete.
As per the view point of Strekalova, Y.A. and Krieger, J.L., 2017, the photography give
meaning to messages or information that are being presented by one person to another. There are
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number of areas where photography i8s used as a essential tool for communication. This mainly
includes a school lecture where teacher tries to make student aware about several things that are
exist within world with the medium of picture in order to give a shape to their imagination and
make them things remembers. Other than this photography is also used by several brands in
order to present their product categories in order to make people form up positive perception
regarding them. Other than this companies also use photography for branding where they present
a special message of a brand in term of value that it provide to its customer base and manner in
which it serve them, so that a unique brand story can be presented in front of customers to keep
them bind. This support in attracting customers toward the offerings of a company and help in
enhancing their interaction.
Despite of this, Geurin-Eagleman, A.N. and Burch, L.M., 2016, state that photography is
also used for share emotions where people usually capture special moment about a place, event
or thing in order to cover that in a frame and share the story with other people to present them
what experience that they have at a particular time. Other than this the photography is also being
used by the people in order to present certain important messages related with the society to
generate awareness and bring changes by making the people aware about the social issues that
are raising at a particular place or location which is affecting the lives of several people. The
main reason behind such kind of photography is to bring changes within the society by creating
more and more awareness and influencing people to voice against things that are getting wrong
within the society and brining negative impact over life of people such as crimes, criticism,
pollution, increasing wastage etc. Therefore, photography is considered to be a crucial part of
communication as it provides meaning to an event, messages or emotions by capturing it within a
frame so that people who watch it get easily get the message that one want to present and remind
it.
The ways through which photography promotes social media platform
According to the view point of Lo and McKercher, 2015 social media is a platform which
provide people with a virtual place to communicate or share their ideas, views or emotions with
one another with being physically present at a particular place. The social media platform has
grown up to a larger extend with the increasing popularity of it due to media exposure that an
individual gets and range of information which one can access and understand easily by
assessing several pictures, videos or web contents that social media sites mainly shares. The
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emergence of image led social media give birth to a totally new realm related with displaying of
photography’s. Unlike to the print or gallery publications, photographs that get published over
these social media platforms reach out to millions of people throughout the world. This is the
reason the growth of social media platform is getting improved.
Gibbs, M., Meese, J., Arnold, M., Nansen, B. and Carter, M., 2015, Stated that the social media
platforms are basically formulated by determining the need of people toward communication,
maintaining relations and for entertainment purpose. In order to fulfil this aim of social media
platform photography plays a significant role, as using social media sites as a network number of
artists share they’re at in the form of photography with other people which in turn help in
attracting people throughout the world to this. Other than this, people also use it to share their
personal moments and emotions with the help of pictures for their personal happiness and to
share it with others. Despite of this, Fox, J. and Vendemia, M.A., 2016, said that social media
platform is also used by several people as a medium of their earning, entering into a career or
promoting a business. For this several people who are seeking for a platform to showcase their
talent in term of fashion or other art share it by capturing it into a frame. This in turn also help
them in getting employment as by sharing their picture it become easier for them to approach the
people who need such kind of talent. Other than this several organisation also make use of social
media platform in order to post pictures about their products or services and circulate them
among larger number of people that help them in getting huge publicity. This is so because it is
being said that photography plays a crucial role within the development of social media platform.
This is so because it is a platform that provide a network to connect people throughout the world
over a single network and share their ideas, view points and arts with the help of photography.
Now these get share again and again among the people which create interest among them which
in turn help in connecting range to people to it which help in expanding the social media sites
access to worldwide.
Addition to this the Míguez-González, M.I. and Huertas, A., 2015 said that it also helps in
diversifying the usage of social media i.e. right from communicating with people, to sharing the
ideas, arts and from connecting people to approach people for job or for expanding the business.
These all come with the help of photography which support the social media platform to get that
much popular that people throughout eth world uses this platform to a great extend and it became
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the essential for the people as their daily life routine. Hence, it can be said that photography
plays a crucial role in expanding as well as development pf the usage of social media sites.
With the extension of this the Power. M., Cousins. M., and Ferguson. A., 2017 presented
the example of Tinder style app that allow the photographers to rate the photography’s of one
another before positing it to the social media sites so that the artists come up with best work over
such platform in order to gain advantage over the competition that is present over this platform.
This is so because the curating social media is considered to be a highly personal process that
offer a space to the photographer in order to discover new things or develop their own visual
voice so that the communicational process over the social media sites can be enhanced to a great
extent. Hence it can be state that from showcasing the new work to reviving the photos from the
archives of an individual, the social media platforms [provide a virtual space where one can
perform a creative experimentation. This is so because when people get a platform to showcase
their talent then it act as a motivation for the other people too and they also post up pictures or
other content in order to communicate with world by presenting tehri virtual words or experience
in the form of pictures. This help in connecting more and more people to this platform which
support in getting a development and growth of social media platform. Further the authors state
several factors that are related with photography which support in growth of social media
platform:
Larger connectivity: - With its imagery led concept, the social media get popular among
the larger number of people by providing more and more connectivity to the people throughout
the world. The photography is consider to be one of the most effective medium of
communication among people without being spoken into the words and this is so because it
attract more and more people to join the social media platform to share their ideas, views and arts
with the help of photography and get connected with people throughout the world.
Business opportunity: - Thomson, T.J. and Greenwood, K., 2017 said that the photography is
the bases of social media platform as people shares a larger number of picture over several social
media sites like Facebook, twitter, Instagram, WhatsApp, Pinterest and many more. This
photography are mainly share with a motive sometime it is just to share the feelings with the
closed ones or sometimes it is about the business purpose. Here people usually share their talent
with the help of pictures that are being seeking by the number of organisations around the world
so that they get aware about eth people having certain skills and then they interact with them to
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be a part of company and earn their income. On the other hand, some business started using
social media platform as a place to promote and sell their products or services. This in turn help
in calling larger number of customers to use the social media sites in order to avail; the services
or products that are being Offred by the company through online services in order to provide
personalised services. This help in increasing the use of social media sites to a great extent that
further help in its growth and development.
Spreading awareness: - According to Keib, K. and et. al., 2018., this is also one of the major
feature of photography where people uses the social media platform in order to create awareness
about something by positing a range of pictures regarding that particular concept, message or
event. There are number of things for which photography is used to create awareness where
people are being attracted toward joining social media platform in order to get regular update or
remain connected with a event or some things to which they are interested as using these social
interaction sites people present information about it. this also brings up a new segment to the
social networking sites which further help in growth of the platform to a large extent.
Manner in which photography help in connecting users with social media platform
According to the information presented by Kiaba. J., 2019, there are number of reasons that
individuals have in order to get connected with the social media platform these days, but
generally the use of these sites are being categories into two motive such as personal and
professional. This means that people uses for their own motive whether it is related with personal
interest like to share their emotions, remain connected with friends or family and entertain
themselves, or it is about for the reason of business purpose like to expand business, approach
clients worldwide, offer online services, promote brand or remain connected with the customers
base. Hirota, M., Shirai, M., Ishikawa, H. and Yokoyama, S., 2014, said that the social media
platform is consider to be most effective medium that help one to remain connected with their
customers and improve their perception toward brand by keeping them update with the
everything new that added by the brand in their offering list or something exciting which a brand
is planning for the customers or getting benefit in growth of a business. This mainly perform
with the help of photography, where several different organisations mainly form up tehri social
media pages and post up the pictures of their products or some informative images in order to
present with information to the customers regarding what a company offered and how it will
provide value to the customers.
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This in turn help in keeping the customers connected with the brand using social media platform
as the loyal customers usually have a huge interest in the changes that get anticipated within the
organisation and things that it is performing for the customers to avail maximum benefits from it.
so the consumers willing to get connected with the social media pages of their favourite brand to
get regular updates and this help in keeping them bind with a particular brand or with the social
media platform for longer. Despite of this, Joshi, D. and et. al., 2017, said that a range of people
having a keen interested in determining the things that are going around throughout the world
and for this they also uses social media sites. This is so because platforms like Instagram,
Facebook etc. allow uses to post up pictures about current hot topics or trends that rea prevailing
in the world and this help in attracting people to get connected with the most famous
personalities like celebrities, politicians or with the event or trend in which they are interest in
order to get regular updates that all are not possible through the magazines or newspapers. Hence
this is the factor which support in attracting the new and new user to the platform and keep them
connected by posting pictures related with the things that interest user. For instance, people who
are fashion oriented likely to join the social media platform in order to get access to pictures of
several celebrities and their fashion styles which they usually share for their fans and in order to
improve their fashion senses or lifestyle people use to follow and copy those celebrities with the
help of pictures they share. This is one of the most widely adopted concept the people and
remains a big reason for the people to get connected with the social media sites.
On the other hand as per the view point of Cond. M., 2019, as a photographer the social
media is a never-ending frustration. It is changing a way in which people get connect with one
another and businesses get connected with the customers. It is basically humanizing the
businesses in order to enable a brand to build up trust and establish the adequate transparency by
getting work over another platform in order to share the work with the world and attract them
toward it. The social media sites for a photographer are always being a rapidly evolving game as
it makes easier to share the ideas, communicate the message and attracting people in order to
keep them connected. This is so because the social media mainly refers to a platform for being
social which means people share and interact with one another through eth medium of
photography in order to develop an attractive and visual method of communication. This motive
help in attracting more and more people to get connected over the social media sites. Hence, it
can be said that communication and interaction among people virtually is a medium or a factor
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that help in keeping people connected with social media sites and due to this the photography is
consider to be a crucial apart of communication.
RESEARCH METHODOLOGY
Research methodology is considered to be a significant part of an investigation which represent a
description regarding range of methods, tools, attributes, techniques etc. that are used by the
researcher in order to execute an investigation effectively. It represents range of methodologies
with the support of which the researcher collects, arrange, interpret, summarise finding and
conclude the final outcome within an investigation. For this it can be said that the research
methodology is a systematic analysis of different tools or approaches that are being applied to a
particular study by the investigator for extracting out the findings in more effective manner in
order to resolve the particular research problem (King and Mackey, 2016). The research
methodology also plays a significant role in presenting the validity as well as reliability of the
study by presenting views over different methodologies adopted within the investigation. The
several methods used within current research is mentioned below:
Research philosophy: - The philosophy within an investigation talks about the belief or
nature of knowledge that are taken as the base by investigator in order to execute the research.
There are mainly two kind of philosophies used in order to conduct an investigation i.e.
interpretivism and positivism. In this positivism philosophy is involve several hypotheses that
are analysed by the researcher for gaining knowledge about particular phenomenon and proving
it right or wrong with gathered information in numerical form (Üstün and Eryilmaz, 2014). On
other hand interpretivism philosophy is one that support in conducting the study over human
perception as per particular phenomenon to answer the research question. Among these two the
interpretivism philosophies will be take into consideration as it supports in effectively analysing
the view point of people about a particular area of study. Hence, it will be easier to analysis and
present the information as per the information presented by several authors or scholars
previously over similar kind of study.
Type of investigation: - It represents the method used for conducting study and gathering
information which can be analysed to uncover the information through which better
understanding can be developed. The investigation is mainly performed using two type of
methods such as qualitative and quantitative type of investigation. Here the qualitative method is
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one which focuses toward gathering the information in theoretical and in-depth manner to
present detailed information about particular phenomenon (Wiek and Lang, 2016). The
quantitative method focuses on gathering information in more concise manner using numerical
facts and figures to prove research questions writer or wrong. Among these two presented
investigation types, qualitative method will be taken into consideration which support in
gathering the in depth and detailed information about the area of study. It help in using a
theoretical framework where a range of theories and concept are being applied in order to justify
information over the pre decided aim and objectives of study for concluding the overall findings.
Sources of data collection: - The information within a research is mainly gathered with the
help of several mediums that are categories under two kind of sources that help in uncovering the
facts and information regarding a particular are of study such as primary and secondary sources
of data collection (Walliman, 2017). Among these primary information sources are the one
where the researcher gathered information directly from the people or place that are related with
the particular event or phenomenon using tools like questionnaire, interview, focus group, survey
etc. on the other side the secondary sources are the one where information is gathered from the
sources here the data regarding a particular or similar kind of research topic is published i.e.
gathered by some another person previously. The secondary information is collected with the
help of several sources like books, journals, newspaper, previously performed survey etc. In
order to conduct this study secondary sources will be used in order to gather the information as it
helps in developing understanding about current area of study based on already available
information (Tuohy and et.al., 2013). The secondary data is considered to be more reliable and
for gathering the secondary information online sources will be used such as books, journals,
articles etc. that support in critically reviewing the view point of several different scholars over
current tropic of concern so that more accurate and reliable information can be gathered about
the topic.
Research approaches: - The approaches within an investigation is mainly used to analyse
the collected data so that it can be converted into more meaningful information that support in
extracting out the actual finding of the research. There are two kind of approaches used within an
investigation that are based on the method used for performing investigation such as inductive
and deductive. Among these two inductive methods is one which is used for analysing the
qualitative method by making use of theatrical framework to assess the gathered information
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with the help of certain concepts or theories (Taherdoost, 2016). On other hand the deductive
approach is one which is used which is associated with scientific investigation where existing
theories are evaluated and compare with hypotheses to get correct findings using several
statistical methods. For this investigation, researcher will use the inductive approach which help
in analysis the vast amount of data thoroughly along with certain pre specified theories and
concept to justify them and make valid conclusion that support in answering the research
question and make information clearer and more exploratory to the reader.
Ethical consideration: - When an investigation is performed using secondary method of
data collection then it itself is consider to be highly ethical which support in maximising the
value of the data presenting by providing proper evidence of the sources from where the data is
collected (Silverman, 2016). Despite of this it also assures about the replicability of findings
related with study which help in presenting greater transparency regarding the research
procedures used. But despite of all this there remain certain areas where a researcher is required
to consider the ethics such as while gathering the data, sources that are used must be re-identified
before it is actually get published. Other than this the use of secondary data must not bring any
kind of distress or damage when it get published so until and unless the data get verified or
validate from all point of view then only it must be published (Scotland, 2012). Other than this it
is also the ethical responsibility of the researcher that data collected from different sources must
not be modified to change its meaning or making it more attractive to audience by the reference
of some another scholar, or presenting the view point of other people without giving them credit
or citing their sources. As these all practices are consider to be unethical which may represent
false information or may mislead people.
Reliability and validity of data: - The reliability is defined as the extent to which a reader
can trust over the information which is presented with the medium of investigation. The
reliability of the study is mainly depending over the dependability, authenticity and
trustworthiness of data. Hence the reliability within an investigation regarding the data can only
be achieve with the help of sources that are used for gathering information. So, it remains crucial
for the researcher to collect data from well known, trustworthy or reputed sources so that true
and fair information can be represented with the medium of investigation (Mackey and Gass,
2015). On other hand the validity of data is defined as the accuracy that is presented by
investigator which analysing the information. In order to ensure the validity of a research that
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researcher must put more emphases toward adopting the right methods or approaches for
analysing the data which support in extracting out the most appropriate outcome so that the
requirement of the objectives can be covered.
DATA ANALYSIS
By performing the investigation, it has been analysed from the gathered data that
photography form up a major part of communication and used by several people throughout the
world in order to make their interaction or communication more attractive, interesting nad
meaningful. It holds up several importance such as photography is used to communicate a
message, special moments, emotions, important information, spreading awareness and capture
attention of people toward a particular issues or event. These all perform effectively using
photography as a tool where people main uses medium like newspaper, magazine, brochure,
booklet, posters, book, digital boards, social sites, mobile display and many more in order to get
the attention of people (Arguelles, 2014). Hence it can be said that photography constitutes a
major part of communication and it beneficial for several purpose. This mainly include,
expressing emotions such as joy, sorrow, humility etc. by capturing eth special moments into a
frame and share it with the lover ones. Despite of this personal factor for sharing emotions,
people also uses photography as a medium to show their emotions by presenting a particular
section, iossue or situation of a society. This kind of images bring a lot of change in the society
by brining attentions of people toward the things that get ignore by them which affect eth society
an people living there. Despite of all this the photography is also used for the promotional
purpose by several businesses, where with the help of images they usually present the brand
story behind a company and the predict that are present to satisfy the need of consumers and
provide value to their work or living (Kia‐Keating, M., Santacrose, D. and Liu, S., 2017). This is
so because a good and bespoken photograph provides a business with some additional benefit to
increase the awareness about eth product or services they usually offer and maintaining a
connection with its customers by sharing emotions using a photograph. This further help in
strengthening the bond among customers and brand that can be further used as a tool to create
base of loyal customers. In promotional [practices of business with eth help of photography the
social media plays a significant role as it can spread a particular message so quickly that is not
possible for other mediums like magazine, newspaper, billboards etc. Other than this the
photography is also used for presenting information or spreading awareness about a particular
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event, where if any kind of sever issue is spreading then with the help of photography people can
be awarded or must provide with eth warning so that more and more people can take appropriate
measures to keep themselves save (Keightley and Pickering, 2014). Additionally, if it about
some positive factors than at that time the people can use photography as a tool to more and
more aware people about the specific positive change that is taking place which they can witness
for their betterment.
In addition to this it has been determine that with the explosion of social media is very
much affected by the photography trend as it connected the people from different part of the
world all together over a single platform. As this platform starts growing consumers started using
more and more photographs in order to maintain social interaction in more effective manner.
This created demand for determining the photogenic moments and then using the technology,
experience or training for capturing a particular moment. The photography become the main tool
of communication over the social media sites as it is considered aa the quicker and fairly passive
tool that help in reaching millions of people. Hence it totally changes the meaning of delivering
photographs among the public and the revenue stream that one can develop through this in order
to earn their living (Doepke and Brunner, 2015). The photographs are mainly used for
performing communication because they are considered to be itself that stands alone in telling its
story or presenting a deep meaning. Therefore, from years people are using it as a part of their
communication process in order to explain things more clearly and because of its plays a major
role in development of communication system. This is so because people through several
medium make use of pictures in order to visually represent their ideas as it can be said for a
teacher, where he/she make use of pictures in term of chart, graphs, flow diagram, or other sort
of picture in order to represent students with things that how actually a thing work and looks like
when it get implemented practically. This aid in communication and allow the teacher to make
concepts more meaningful and clearer to the students. So, it can be said that it plays a crucial role
within communication by making the information clearer for the receiver.
With the anticipation and increasing use of social media several businesses too started
using this platform in order to increase their brand awareness and make people aware about the
product or services it is dealing in by spreading messages all over the community. This become
possible because social media is a platform which provide a common network to connect larger
number of people all together so that they can share their ideas, vies, opinion, emotion, interest
18

and art by presenting their pictures related to their motive behind a communication. People
mainly post the pictures in order to share it with people who are interested in it and similar kind
of work is performed by the businesses where the product they want to promote usually sharer
with the current as well as potential customers in order to attract larger number of people and
influencing they to make purchases (Morrison and Gardner, 2014). But this process doesn’t end
here, as when a consumer like a particular picture that convey a message regarding product
services in offer or particular benefit to consumers then they also like to share it with other
people in their reference group. This in turn help in increasing the network of the consumers as
well as communication system of an organization as without being affected the work or spending
a lot over promotional practices they usually take up the social media account to be created and
then use it as a sources for getting information about several things which is not always get
covered in newspaper and magazine.
Hence, because of all this factor the growth of social media platform has a taken a new
shift as it provide more quick and easier access to the information which people require and more
easier manner i..e by making use of photographs in order to represent the information or fact
about particular thing (Wells, 2015). This is the reason why more and more people are getting
connected with the platform and sharing what they think, feel or inform to the people to which
they are connected or the rest of the world. On this platform photography is used as one of the
most effective and appropriate medium in order to interact with people by using the visual voice
that can easily be interpret people. This is so because as per the scientific fact the Human brand
is more active in capturing the visual images or facts and interpret its meaning as compare to
words or voice it listen. This is the reason why more and more business is involving in adopting
the online platform for operating their business (Morrison and Gardner, 2014). For this majority
of businesses form up their social media pages in order to present promotional pictures over their
to attract the people to their pages where they regular post certain kind of photos to upgrade or
update they information and customers about a brand that help in forming up a positive brand
image. This in turn also support in improving the relationship between the brand a d consumers,
as the extent to which a customers get involve in the affaire of business, it become more
transparent relationship between both of them which further help in building up trust and they
like to remain loyal toward it.
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So from this it can be said that there are number of reasons because of which people enter
over a social media platform that are categorise under two categories such as personal and
professional. Among them when people use these platform to share their feeling and view using
photographs that are related with tehri own life comes under personal category (Vestal, 2015).
On the other hand when social media platform is used by people for their business purpose or
share their skilsl or capability in order to approach o9rganisations for getting a job is comes
under professional category. Therefore, it can be said that the social media interaction has now
become a core and crucial factor within one’s life in this technical world, where people believe
to interact more virtually despite of meeti8mng physically. This creates a lot of barrier specially
in communication related with understanding of meaning, so it become very much crucial for
people get very particular about the things they are sharing and meaning iot depict (Razavi,
Pillman and Parulski, 2015). This is the reason majority of people uses pictures to present their
messages as when the words get shuffled or puzzled then it leads to interpretation of meaning in
wrong manner so it can be covered when there is a clear picture containing all the elements that
form up a message.
Through the analysis of all this gathered information it has been found that social media
network has become a crucial part of people’s living which provide a platform for the
communication, interaction and sharing of views, ideas or information. There are several
mediums available over social media sites through which people communicate or share
information. But among them all the photography is highly used and prominent method adopted
for performing commination which is actually a visual mean of spreading a particular message or
performing marketing practices with the help of sharing crucial information about the brand
along with its product or services. This features of social media and human attraction toward the
visual things or messages attract them, to adopt such kind of platform or communication system
in order to aid their interaction process either with eth personal mean or for the professional
purpose (Ryu and et. al., 2014). With this it can be stated that communication and interaction
among people is a medium or a factor with the help of which people remain connected and
indulge within communication using social media sites and because of this photography is
consider to be most prominent method of communication. Other than this it has been found that
it has been found that a communication with pictures i.e. by posting over internet will get 10
20

time more engagement in term of communication among people as compare to a page with
words get displayed.
Therefore, visuals are consider to be a way of grabbing the attention of audience and
gaining their interaction which is a reason business most widely used social media in order to
implement this concept of communication and building up strong relationship with the
customers. For this they usually post pictures of customers experiencing a particular service in
order to represent the actual value in a frame that customers will get while getting connected
with eth company (Zhao, 2017). This in turn help in spreading a message about quality of
services and experience without being saying a word. Other than this, organizations also uses
social media sites to display the range of products that it offer in order to make people aware
about the stock and also represent the range of products all together so that customers get ease in
accessing all the product and make up their purchasing decision. Additionally, several brand in
order to promote their products or services shares the pictures of celebrities using product of
tehri brand who are inspiration for several people. This in turn help in attracting larger number fo
people toward a picture and getting connected with brand that further a company convert into
loyal customers by regularly communicating with them through regularly updating them about
the new products or services that company is going to offer (Bock, 2017). This is so because it is
being said that a picture talk about thousands of messages at a time which attract people toward
it. Hence, photography is consider to be a crucial factor which aid in communication and support
within the growth of social media network by providing a medium where the messages, emotions
or information get easily presented to the people with the help of visual images that not only grab
the attention but also keep the people engaged within the communication system.
CONCLUSION
From the above presented information, it can be concluded that the photography forms up
a crucial part of a communication by visualizing the message or idea which one want to present
and that words can’t express effectively. From years photography constitute a major part of
communication where people add pictures in their information to make the concept clearer and
new in this world of technology it become more prominent among the people specially with the
increasing use of social media. This is so because people mainly join social media platform in
order to get connected with eth people lives at several different geographical location and for
continuously interacting with them. So, ion order to formulate a better communication system,
21

people use social media sites where they share pictures with people in term of presenting their
emotions, ideas, art, information or performing marketing practices. This is so because
photography is considered as the main factor which support in enhancing the communication
system and social media platform. As per the investigation it has been identified that the most
widely use of photography over internet is for the business purpose where several businesses
usually post up several picture in order to create awareness about brand and promote its product
and services. Addition to this several organizations also display their products with the help of
posting up several pictures by creating their social media pages over internet. This in turn help
them in attracting larger number of people as a lead and then by regularly interacting with them
convert into potential customers. This not only help in increasing the attraction toward a brand
but it also supports a business to expand its operations without being much spending over
marketing activities. It is so because by posting up pictures over social sites it automatically gets
circulated or promoted by the customers itself of images are being captured or presented in a
manner that represent a message and some essence that can attract people. Hence, it can be said
that photography is not just an art rather it is a communication tool which help a business to
grow and be able to develop a positive image in front of its customers base.
The photography helps in building up a communication system where in order to share
information about the trends and hot topics that are going throughout the world much easily. For
this the people indulge in communicating information about the event, trend or some situation
they just get and post a picture which represent several meanings within a frame. As per the
investigation performed a human mind can remember visual things for long period of time as
compare to other things like text. So, by sharing up information using photography it makes it
easier to people get attracted toward it, find information that they are seeking in more
informative manner. Despite of this it has been found that there are several ways in which a
photography promotes the social media platform and help in getting prominence in this world to
a extent that it now become a main part of daily lives of people. This mainly involve a larger
connectivity among people where a curiosity about a event or a person bring larger number of
audience all together with just some photography’s over social media site. Another factor is
business opportunity, as social media platform now also become a place where customers and
business interact directly and maintain their communication much effectively by sharing
22

information and products through positing up pictures over social media sites and sharing it with
customers.
Recommendations
From the above performed investigation it has been found that the photography plays a
significant role in developing a communication system as well as social media platform by
spreading the information and attracting people much quickly and effectively. This is a most
effective medium that used by several organisations in order to expand their business and spread
crucial information to eth customers. In order to improve this communication through
photography following recommendations are provided,
 While capturing a photography in order to communicate something with the people, a
person must ensure that the picture must be capture at right time where the would be able
to frame the scene along with all the elements that are required for giving meaning to that
picture.
 The photographers when using pictures in order to promote the goods of a particular
o9rganisation that it must adjust its features appropriately and try to show case in his/her
capture frame that how a product will look like when a person would be using it. other
than this in case of services, it is crucial to represent the kind of experience that an
individual get when they avail services. This will be more effective in capturing the
attention of people. Because they get all the information about a particular product or
services while checking out the photographs without being going through a detailed
written content or long duration videos or clips about its information.
 An organisation must focus toward regularly updating the photos regarding its business
affairs over its social media pages in order to present its brand story and keep its
customers engaged within business practices by providing them regular update regarding
it. this not only help in keeping customers connected with brand but also the more
integrated communication system allows the company to develop its customer base of
loyal people.
Area for further study
The current dissertation focuses toward presenting the importance or role of photography
in developing an effective communication system and social media platform. The finding of the
study will support the people involve in photography profession to get aware about eth
23

importance of how a photography constitute a major part of communication. Other than this it
will also support businesses to learn about the how photography can be used in their marketing
and promotional practices for creating brand awareness and providing updated information to
consumers for remaining connected with them.
Hence, in order to further continue this study in future, the area of study can be focused
toward the factors or attributed that must be involved while capturing pictures in order to make
them more communicative ior meaningful. With the addition to this it can be also include the
ways through which a business can adopt photography as a core of their marketing to get more
and more growth as well as development opportunity in business.
24

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