The hybridization of visual culture: The revival of analog photography in the digital age

The purpose of the study is to substantiate the revival of analog photography in a modern digital context as a cultural and aesthetic phenomenon in the setting of hybridization of visual media. The article reveals the juxtaposition of "new" and "old" analog photographs: the result of the "old" one is a printed copy, the "new" one is a digital file circulating on social media. The value of analog photography in the post-photographic era, its appeal to millennials and generation Z is determined. The scientific novelty lies in developing the concept of hybrid analog photography, which represents a rethinking of old technologies in a new context, where the digital and the analog interact on an equal basis. The results of the study prove that digital technologies complement, rather than replace, traditional analog practices.