Into the Image World

What better way to explore the manner in which we consume and relate to the photographic image than to turn towards advertising.  This is particularly interesting for me as I admire the work of many of the great American photographers who photographed many of the iconic signs, billboards and brand icons, for example Ed Ruscha, Stephen Shore, Walker Evans, John Vachon and Dorothea Lange.

NYC, Camel Cigarette “Smoking Man”, 1943 © John Vachon

An important thing to consider when looking at any image, is how we read, recognise and understand the image, as well as how we relate to it and how we derive meaning from it?  Images have many layers of meaning, including the surface or indexical, the iconic and the symbolic meaning. 

The French theorist, Roland Barthes viewed the image as a message and believed that the transfer of meaning was only possible if compatible or plausible means, or systems of signs and symbols, were shared by both the encoder and the decoder. 

This is a concept well known and well used in marketing and advertising where symbolic and implied meaning is one of the core components of a successful campaign.  These deliberately constructed images are easily recognisable and easily understood as they play to our dominant cultural values and ideologies. 

Furthermore, Barthes discusses how images layers of meaning with his ideas of the denotational message of the signifier and the connotational, or implied message, in what is signified. Katherine Frith (2005) also identifies different layers of meaning when viewing adverts, namely the surface meaning, intended meaning and cultural meaning. 

Turning towards adverts I recalled cigarette adverts from the 1980’s. These were something I frequently saw on billboards, in magazines, on television, at sporting events and in cinemas. Below is a print advert and the cinema advert for Peter Stuyvesant.

Peter Stuyvesant advert from the 1980’s

Both the print and cinema adverts are consistent in using the brand colours of red, white and blue and portray scenes of travelling and luxury. The aeroplane features strongly and there are event two airline names appearing on the print advert. There are scenes of skiing, yachts, roller coasters and icons of the jet-setter lifestyle, all of which match the brand slogan, ‘The International Passport to Smoking Pleasure’.

In analysing my response to these adverts, the dominant reading in is that this is the luxury, jet setting lifestyle of the cool people and they they smoke this particular brand of cigarettes as part of their exclusive lifestyle. The negotiated reading is that this is a lifestyle I could aspire to because they all look so fit and healthy, and they are definitely having a lot of fun. Finally, the oppositional reading is that I know that all cigarettes come with health warnings that do not portray the same message as the advert does. I can’t help but think about how my responses to these adverts must have been quite different in the 80’s as the health messages were not so prevalent.

This leads me to believe that not only does meaning come from the interpretation of the various layers of an image but also the context of the image and the message it is intended to convey. I can also conclude that meaning derived from an image could also change over time depending on the position of the viewer.

In my own photographic practice this means that I should be very clear about my intention before starting out on a project or when creating an image. I should know what I hope to achieve and how I will set out to achieve it using the tools available to me. I will also need to consider how the message will be understood and interpreted by the viewer of the image, and also whether there are any symbols or cultural icons that could be used to convey a specific meaning to the audience.

References:

  • Barthes, Roland (1977). Image Music Text. London: Fontana.
  • Frith, Katherine. (2005). The Construction of Beauty: A Cross-Cultural Analysis of Women’s Magazine Advertising. Journal of Communication. 55. 56-70. 10.1093/joc/55.1.56.

15 Minutes of Fame

After attending the Extinction Rebellion Protests on 8th May at Weston-super-Mare, I was excited to find out that my image of climate protesters with their heads in the sand was shared by Extinction Rebellion Bristol on their official twitter feed.

https://twitter.com/XRBristol/status/1226463929033003008

The image was picked up by The Bristol Post and published on 9 February 2020: Extinction Rebellion members ‘stick heads in sand’ in Bristol Airport protest. It was later shared by The Guardian on 11 February 2020 in their article: Plan to expand Bristol airport rejected after climate protests.

Unfortunately, the original tweet had misspelled my name and this was duly shared in both newspapers with incorrect spelling. I also noted that the image which was shared was a very low resolution and the quality was poorer than what I would have provided had I been contacted.

Despite the error, I had a number of people contacting me through my own social media accounts to let me know they had seen the image in the newspapers. I was very pleased to see my image shared like this, however, I have learned a valuable lesson about making sure any image is credited correctly as it has a knock on effect across future publications.

Documentary Project: Extinction Rebellion Protest

On February 8th 2020, Extinction Rebellion Bristol held a protest against plans for Bristol Airport expansion. The event was held at Weston-super-Mare beach and cleverly drew upon art and community to create awareness about the impact of airports on the environment and in the context of the climate crisis.

I spent the day at the event photographing events as they began and right through until the end of the day. It was a great experience doing this type of documentary work and engaging with activists as I tend to spend a lot of time working in isolation doing my urban landscape photography. It was great to challenge myself in this way and to immerse myself in a different type of photography for the day.

I had the opportunity while at the event to talk to some of the freelance journalists who were covering the event and to get some tips on best practice. It was a great mini-project for me to work on and it left me feeling inspired to do more of this type of photography. Documentary photography and photojournalism have always been an interest, so perhaps this is a direction I shall explore. The completed project can be viewed here.

Screenshot of some of the images from this project in my online portfolio © Juanita McKenzie https://juanitamckenzie.portfoliobox.net/portfolio

Constructed Realities

Have you ever thought about how many photographic images you have seen in a single day?  We are bombarded by visual stimulus and photographic images seemingly every minute of the day, from images on the internet, social media, newspapers, magazines, to posters and advertising billboards.  The photographic image is everywhere I look, so much so that I do not always pay attention or think about the context in which I have seen photographs as they always seem to be in the background, something seen in passing.

One thing I do know is that most of what I see in these images will be partly fictional, edited in some way, enhanced with a filter, retouched to remove imperfections and framed to show the perfect setting or perfect light or perfect pose….and so it goes on.  Social media is always guilty of creating ‘fictions’ as people portray the image they would like to express and they highlight their perfect lives and perfect moments.  Just like in advertising, this is not the reality for the everyday person but rather a fictitious, constructed and enhanced reality. 

Amalia Ulman is a photographer who used Instagram to create an entire narrative around a fictional identity.  In 2014, she used her social media profiles to stage a five-month scripted performance inspired by the extreme makeover culture.  This was a project she called ‘Excellences & Perfections’ which explored the rise in social media, personal branding and lifestyle culture in a semi-fictional blend of her real life and online persona.  The project can be viewed here: Excellences & Perfections.

Amalia Ulman – screenshot of Instagram Feed from the project ‘Excellences & Perfections’ Source: https://webenact.rhizome.org/excellences-and-perfections/

This project emphasises how we cannot always discern between what is fact or fiction in the photographic image, or between which images are consciously made rather than taken.  Quite often the photographic image is a combination of both and as a photographer, it is important to be able to recognise artifice versus authenticity and to be able to balance these within our own photographic practice.

Cindy Sherman is another well know photographer who constructed her images in a form of staged photography set up in a contrived environment but deliberately constructed to create the appearance of spontaneity. Sherman has always performed as the subject and becomes the characters of her works. She has created many different bodies of work exploring iterations of this idea and has completed many series, working with historical themes of portraiture, circus characters and the grotesque, and using a number of different props and techniques to create these images.


Untitled Film Still #21. 1978 ©Cindy Sherman
https://www.moma.org/

Linda Hutcheon (2003: 117) states that contemporary photography exploits and challenges both the objective and the subjective, the technological and the creative. In my opinion, the contemporary photographic artist will combine both constructed and authentic elements within their work, using both fictional and authentic components within their practice. It is about finding the balance between both aspects and creating an authentic narrative.

As my work is predominantly rooted in the urban landscape and some documentary photography, it is predominantly through the use of framing, editing and conscious use of camera angles that I may use some form of ‘construction’ within my photographic practice and perhaps this is a concept I could explore further by using different photographic media to create my images.

References:

The Index and the Icon

When considering photography as an art and within our own practice, we should be questioning authenticity in the photograph and considering what sort of truth it may offer.  It is also relevant to compare this with other art forms both visual and written representations of subject matter.

“The painter constructs, the photographer discloses. That is, the identification of the subject of a photograph always dominates our perception of it – as it does not, necessarily, in a painting.” (Sontag, 1977, p.92)

We generally tend to see photographs as representing the truth, as we believe they represent reality.  Photographs are, however, an interpretation of reality, and an entirely subjective representation of the subject.  In my own photographic practice, I had previously believed that my own work was a neutral documentation of the urban landscape. However, I have come to realise that neutrality is an impossibility as each image is a choice and a conscious decision to capture a specific subject matter, at a specific moment in time and to choose what will be included within or excluded from the frame. This in itself means there is subjectivity in the way reality is depicted.

Photographs are often viewed as evidence of the existence of something, but we must always be aware of the difference between what is photographic fact and what is constructed fiction. 

“Photography’s plausibility has always rested on the uniqueness of its indexical relation to the world it images, a relation that is regarded as fundamental to its operation as a system of representation. For this reason, a photograph of something has long been held to be a proof of that thing’s being, even if not of it’s truth.”(Batchen, 2002, p.139)

Photography, however, cannot be relied upon as a mark of authenticity or truth. Photographic images do represent some sort of reality but what do they really tell us – are they metaphors, or constructed realities used to convey meaning?  All images are based on something that once stood before the camera, however, the end result can be manipulated, particularly in the digital age.   

Image by Staudinger + Franke, the famous Vienna based photo studio founded by Robert Staudinger and Andrea Franke. ©Staudinger + Franke http://www.staudinger-franke.com/

I am of the opinion that photography is real and authentic but not always true – this will largely depend on the context of the image, and the intention of the photographer.  Other forms of visual art are easily recognised as visual constructions and therefore subjective in their nature.  Written representations are also viewed as subjective and evaluated according to their context.  Yet photographs are readily assumed to be the truth because they so accurately represent our perceptions of reality and seem to replicate the same view as seen with the human eye.  The mechanical processes and tools of photography lend it authenticity but this should not be confused with truth.  

We should also remember that the mechanical aspect of photography is where the image begins or originates, but this does not entirely reflect its position as a form of art, or include its transformation from conception to art.   Sontag (1997) emphasises that a photograph cannot exist without its subject, a fact that differentiates it from other art forms, but she also acknowledges that it is inherently an interpretation of the subject.

Photography is deliberate and the choices made by the photographer are what determine the photographic reality, while the subject itself creates authenticity.  Truth however is not absolute and if there is such a thing as a photographic truth it could only ever be viewed as relative as it is dependent on the context in which it is created and the context in which it is consumed. 

Thus, in my opinion, photography has both an indexical and an iconic nature, which is inherent in the relationship between the image and the subject.  While indexicality is what gives an image authenticity, it is the iconic and symbolic nature which moves into the realm of art, interpretation and subjectivity.  

In my own practice this makes it important to think about how I portray my subject as it will be interpreted according to both context and the perceived reality of the image.  What I choose to include or exclude in the frame will be important, as will the use of photo-editing software and contextual placement of the image within the narrative of a project.  Even when I’m working within the framework of the snapshot aesthetic, inspired by artists such as Stephen Shore, the images are entirely deliberate and carefully selected to create meaning, relationship and metaphor.   

In my image below, the metaphor is implied in the title, the idea that things are looking up and there is a light at the end of the tunnel. The iconic aspect of the image is represented by the tunnel or portal as it appears to be depicted here and the indexical aspect is the physical concrete and mesh structure. My conscious choice as to what I included within the frame enhances the statement and bold impact of the image, and deliberately obscures the location in order to make this more symbolic.

Looking Up (February 2020) © Juanita McKenzie

References:

  • Batchen, G. 2002. Each Wild Idea : Writing, Photography, History. Cambridge: MIT Press.
  • Sontag, S. 1977 Susan Sontag On Photography. London: Penguin.
  • STAUDINGER+FRANKE – Photography, Post Production & CGI. 2020. STAUDINGER+FRANKE – Photography, Post Production & CGI. [online] Available at: http://www.staudinger-franke.com/ [Accessed 23 June 2020].