What generation are you part of? Are you in the MZ Generation? While the MZ Generation was once a hot topic on social media, it is now being overshadowed by a new cohort: the "Photopress" Generation (PG). In social media, the current generation is being referred to as the PG, since most of their activities take place on social media. "Photopress" is a newly coined term that combines the words "photo" and "express," and is meant to convey the act of communication through the sharing of photos and images.
The Emergence of the PG
Members of the PG were born in the smartphone era, where mobile phones, cameras, and computers have merged into a single device, making them a generation accustomed to "filming" and "sharing." In the past, during the analog era, "filming" was akin to a ritual performed to commemorate special occasions. However, with the widespread adoption of smartphones, capturing and storing images has become a part of everyday life, while social media has expanded opportunities to share these photos and videos. As a result, the desire to document and share personal daily experiences has grown, leading to the emergence of the PG.
Characteristics of the PG
Members of the PG have a strong tendency to express themselves through capturing and documenting their lives in photos. This unique approach to self-expression manifests itself in several key characteristics:
1. Expressiveness: Members of the PG display expressiveness as they actively showcase their identities by documenting their daily lives through photos. By uploading these images to social media, they share their everyday experiences and individuality with a wide audience.
2. Communication: They share their preferences and experiences with others through social media, often fostering a sense of community. They communicate through visual content, exchange information via comments, and sometimes even form a collective consciousness.
3. Immediacy: They engage in real-time information exchange, checking reactions via social media notifications and responding quickly, allowing for fast communication and a keen sensitivity to changing trends.
4. Immersiveness: Finally, they demonstrate immersiveness through their ability to live in the moment and pose while taking photos. This generation values enjoyment and often seeks fun by capturing images and sharing themselves.
Marketing Through Photopress
Marketing that taps into this trend is gaining momentum, as people document their meals, outfits, the people they meet, specific locations, and landscapes through photos shared on social media. For example, last year, Coca-Cola commemorated Christmas by opening a pop-up experience zone called "Coca-Cola Christmas Party" at the GS25 Premium Flagship Store in Seongsu-dong. Additionally, the beauty and dental brand ByColor operated a pop-up store titled "BYCOLOR, MY COLOR!" on the third floor of the Musinsa Studio in Seongsu-dong. The retail industry is increasingly creating brand experience spaces that appeal to the PG, offering visually engaging settings for taking photos while also showcasing unique packaging and merchandise. This strategy enables brands to gain promotional benefits from the social media posts that PG members share.
Increase in the Variety of Photography Devices
For the PG, photos go beyond mere documentation. They serve as a medium for self-expression. The process of capturing these images is perceived as both a form of play and an experience. Members of this generation engage in various forms of photography beyond just using their smartphones or cameras. This includes having their pictures taken by photographers or shooting photos in self-studios. For example, playful poses like the "Gyaru Peace Sign" or the "Loopy Peace Sign" are a popular form of expression for the PG, as well as photo booths that feature subway or elevator concepts. There are also booths that create the feel of taking photos like a celebrity.
A self-studio is a small space where people can freely take photos using various concepts, props, and frames. These studios provide a setting for individuals to take unique photos and create memories with their friends.
A body profile photoshoot refers to a series of photos documenting an individual’s physique as they work to achieve their desired body through strict exercise and dietary management. Since the COVID-19 pandemic, there has been a surge in fitness trends that focus on personal body enhancement. As a result, people have sought to take photos of their toned bodies to share on social media, selecting unique photo concepts, finding photo studios that match their style, and consistently maintaining their fitness to prepare for their shoots.
Film Camera: Another reason Photopress has become a trend is the popularity of the "newtro" craze. The nostalgic analog aesthetic of old technology has resonated strongly with the PG, sparking renewed interest in film cameras. Despite remarkable advancements in smartphone and camera photo quality resulting from the continued development of smartphones and cameras, trends seem to be moving in the opposite direction, with photos taken using film cameras which possess a unique emotional quality, becoming popular.
According to a government survey conducted from 2018 to 2022 on the increase and decrease rates of 100 key service industries, the "photography industry" exhibited a growth rate of 39.8%, rising from 13,404 establishments in 2018 to 18,742 in 2022. With the advancement of the internet, the transition from the analog era to the digital age has transformed photos, which were once simply personal memories, into a medium for expression and mass sharing. This shift has sparked a new market and career paths in the field of photography, resulting in a significant change in the value of photographs. For the PG, photos are no longer just simple records; they serve as an outlet for expressing their identities.
