The book explores the phenomenon of home photography. Anthropological and cultural effects of amateur photography are considered, its impact on everyday life and consciousness of people, on the structure of their individual memory is described. Mechanisms of partial replacement of "natural" memory by its photo-construction are investigated in detail. A significant place is given to the analysis of the effect of photographic images on the consciousness and behavior of a modern tourist. Consideration of the topic "everyday photography and personal memory" ends with an understanding of the aesthetic attractiveness of old photography. The second part of the book explores the ontology of analog and digital photography, the third - heterogeneous effects that accompany the introduction of photo images into the infrastructure of everyday life. The book can be useful to philosophers, cultural scientists, sociologists, psychologists, specialists in philosophical anthropology, as well as all readers interested in the problems of modern visual culture.