“In the life of every man there is always a decisive moment and, probably, in that moment his future is written. Often that moment is a tiny fraction of time that even leaves room for meditation, careful analysis of the situation and final decision measure, made by a clear or obfuscated mind. And what comes next will be the result of that decision ” ( JA Silva )How many times have we been able to ask ourselves this reflection throughout our lives? The moment in which we decide to change course, opt for an alternative over several, take the precise step, or the risky one? They are critical points in which destiny takes possession of our days, and we will not have a second chance to see what would have happened had we taken a different path. In Greek mythology, the right moment is represented by Kairos, son of Chronos, also identified as the interval in which the opportunity presents itself, just when time stops and eternity is concentrated in an insignificant period.

In this period, our capacity for wonder may possess us or abandon us, but undoubtedly, even if it is minimal, the emotion precedes us and drives us. I observe some of the reproductions that surround me of photographs by Salgado, Korda, Zappa or Doisneau and I have no choice but to recover the essay written by H. Cartier-Bresson entitled, precisely, ” The decisive moment “. And remember the phrase that has influenced me the most as a photography fan: “The photographic apparatus is for me a sketchbook, the instrument of intuition and spontaneity, the master of the moment that, in visual terms, questions and decides at the same time. To  Georgia WhatsApp Number List   signify the world, it is necessary to feel involved with what is cut through the viewer. This attitude demands concentration, sensitivity, a sense of geometry. It is through an economy of means and above all forgetting oneself that simplicity of expression is achieved “. To understand this approach, it is necessary to have become familiar with those cameras that are already part of photography museums. Machines that demanded almost a symbiosis between the observer and the observed to make the most of the material and not waste snapshots transforming them into relegated papers.

And techniques that fundamentally required large doses of patience to find the frame, wait for the right intensity and tone of light, pursue the intended scene ,? imagine the end result. In the words of Cartier-Bresson , wanting to be the protagonist at the precise moment in which “the head, the eye and the heart align” . Unfortunately, the new technologies have caused that, in this area, that magical moment has died. The proliferation of digital systems, the democratization and universalization of devices and the immediacy of the result and the act of sharing it, lead to the disappearance of the ability to anticipate the exact event that is to be immortalized and, therefore, of the concentration necessary to to get it. The almost unlimited capacity of digital systems has sacrificed the magic of the decisive moment, as it has become a carefully selected element from hundreds or thousands of consecutive images. I bring this up because technology is also what has favored the interconnection between users from all over the world and the immediacy of communication. A fact that has promoted the emergence of a skill, rather than a strategy, to create relevant content by taking advantage of important events that generate great notoriety and virality in various media. It is what has come to be called Real Time Marketing (RTM). Examples of this technique were those that brands such as Duracell,

Calvin Klein, Oreo and Audi starred in during the famous blackout produced in the 2013 Super Bowl. To achieve this, the creative teams of these companies had to be on permanent alert, scrutinizing possible eventualities to launch messages ingenious that will inspire the liking of the public. But they also had to be quick and consistent with their corporate discourse. This is not easy to achieve without a series of action protocols and the use of tools such as microblogging, which allow messages to be launched that establish immediate conversations. But there must also be prior planning that allows prediction or taking advantage of the decisive moment in which to intervene, risking being able to anticipate or delay and miss an opportunity. In any case, if the professionals of RTM techniques had, like the photographers and in the words of A. Korda, awareness of the importance of that moment, we would have many more images of defining moments in history than we have. . Or put another way: these actions, instead of being original and specific campaigns that illustrate a specific event, would be formulas to create communication styles to be imitated or, at least, to be respected.

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