När kameran inte räcker till
Image editing software offers unlimited possibilities to alter an image. Provided that digitalinnovation is not altogether positive, it is important to develop knowledge of its negative sides. Thispaper examines the use of digital image processing from a critical IS perspective. Throughqualitative interviews with professional retouchers, the study provides a picture of their ethicalrelation to the software they use for retouching images in advertising. Though, it turns out that thecustomers who order the retouching holds responsibility for what is altered. Thus, retouchers seethemselves as craftsmen working in the background. The industry generally lacks transparency,which can be argued causes problems due to the low awareness to what extent advertisements areretouched. This study also shows that there is a difference between how men and women areretouched, in the sense that images of women have higher demands. That creates a problembecause women are more easily affected by advertising than men. Additionally, the study shows thatmen may get a distorted view of women through the exposure of retouched female bodies. Thispaper finally suggests that labeling images with the name of the retoucher will raise awareness andprovide people an opportunity to reflect upon the images they see in advertising, as well as to makethe industry more visible.