why do you aim? why do you shoot?

Reciprocity Failure is the law by which the sensitivity of film 
is lessened through overexposure. 
As photography continues to explode 
as the chosen medium of our time, 
we are continually blasted with images on an every day basis 
from billboards and magazine ads to facebook photo albums 
and a friend’s cell phone camera. 
It’s all to easy with this visual photographic overload
 to become desensitized to what’s important to us, 
remember what matters most, 
and think back to the real reason we pick up a camera and take aim.

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