Interpreting Images in Forms of Photography - Essay Example

? Interpreting Images in Forms of Photography Introduction The different types of photography have continued to grow in impact throughout time. Thesedifferent forms have not only altered with techniques and subjects used, but have also changed with the way in which many spectators have viewed the photography. The three main types of photography developed include commercial, public and artistic photographs. Within each of these are different levels of influence which this has taken on society as well as specific responses which have grown from those within the society. The cultural influence which has altered the way in which photography is viewed the most is the commercial photographs. There are also public photographs which have intertwined with various ideologies for different level of influence. However, the movements within photography intertwine together to take a specific approach to creating and capturing the perfect image for a given subject matter. Impact of Different Types of Photography The impact of commercial photography is one which has grown since the early 1900s, specifically with the focus from corporations. The first concept of the photography which was used was based on the corporate image and the approaches which were required for those working in this specific field. The corporations were known for having difficult work pressures, specifically with the growth of the industrial age. Work stations, factory style lines in the various places and the need to reproduce mass amounts continued to be a main component with the corporations. To alter this, photography and advertisements were added into the mix, specifically which was able to present a different image to the consumer and change the focus of the internal environment. The image presented was then one which was based on value of the product as well as the overall environment of the corporation (Brown, 2008). The initial impact of commercial photography then led to the idealization of cultural production. The images which were taken became significant in creating a sense of identity of the product, image of the corporation and the response which was associated with society. The concept of cultural production was based on the outlets which were presented with the photography as well as how this was associated with the idealization of individuals. Fashion, food, sports items, cars and other high – end products used commercial photography to create a sense of identity in culture. From this, many began to respond with imitating the photography and being a part of the cultural production. The photography then not only painted an image about a specific corporation, but also related to and communicated with groups in society which may have been interested in the brand product (Frosh, 2001). The second concept associated with photography is the public photograph. This particular image is one which is similar to the commercial image, specifically because it captures groups, individuals and different components which make up society. Usually, the images are associated with making a statement about what is occurring within the public and is based on creating a level of accountability or recognition through the picture. The impact of this is based on the needed communication for a given situation while bringing awareness to the public arena. When the photographs are displayed, an individual is able to see the reality of the situation and becomes engaged with the public issues. Within this particular photograph, there is the ability to create an icon with a specific aspect of society. The importance of this comes from creating public judgment while responding to situations based on the level of communication that is a part of society (Hariman, Lucaites, 2003). The concept of public photography is important in terms of creating a set of private images that would be seen in a given segment of society and making them into a public spectatorship. The impact which this has is based on the sociological response which is created from the image and the way which it is communicated to others. For instance, a family portrait may be used as a private way of conveying a message. However, when this is displayed into the public, there is an understanding of the identity of the family as an image and what this represents. Other images of landscapes, cultures and regions have the same impact in which one can create assumptions or a sense of identity after relating to the public image. The stereotypes which are built from the photography then leads into an understanding of social and cultural functions, specifically because of the interpretation and communication which comes from a given image (Pauwels, 2008). The ideals of artistic photography have a similar link in the communication which is used. However, instead of bringing a sense of public identity or image, there is the concept of using the photographs to make a statement or to show a philosophy about a given image or component of society. The photography which has an artistic effect is often focused on experimentation of images, changes that are necessary for creating a specific level of communication and working with images and elements which would not often be seen in society. This particular perspective is one which holds an impact because it questions the identity and the images which are in society as well as the expected perceptions which individuals may have. The idealization is based on a form of criticizing the way in which things are seen while showing something which is not as noticeable in society. The impact which this has then leads to an understanding and sense of changing descriptions about a given subject (Purcell, 2009). The concept of the artistic is one which has an impact specifically because it questions the bounds that are within society. Rather than represent a realistic expression, there is the need to capture a specific subject or image with different perspectives. This is done specifically to create an emotional, experimental or psychological response from the spectator. This is combined with a sense of understanding the conditions of society and instead of representing the natural elements there is a movement which questions the way in which society functions. The perspectives which are taken as a response then lead to images which are perceived outside of a sense of reality and with the question of what perspective means. The impact which this has made on society is based on altering the way in which individuals think in terms of photography and with the realities which are seen through images presented in a specific part of society (Denzin, Lincoln, 2003). The impact is then based on the ideology of the different photographs as well as the overall approach which these have to society and the way in which this is depicted within each of the photographs. Impact of Commercial Photography While there is a specific level of impact with the artistic and public perspectives, the most influential type of photography comes from the commercial trends which have been developed. The products which are created and shown to the public are related to systems and rhetorics which are continuously presented to individuals in society. The first way in which this impact is seen is with the repetition that occurs, such as through mascots, models or celebrities that produce the same image continuously. As this is seen in billboards, ads, newspapers and other places, it begins to impact the perspective in which an individual has as a necessary and accepted image for society. The images and the continuous viewing then becomes an accepted medium in society while influencing groups of individuals which identify with the image, either through the use of the product or with the relationship to the business. The image then continues to be reproduced through the spectators which relate to the image (Frosh, 2003). The repetition of the images is not only conducive to creating a different perspective with individuals because of the continuous reminder of a given product. The images which are produced are continuously done so to create a psychological and emotional response. The statement which is made in all the photography is based on producing an image within an individual style or creating a need for a given product. As the emotions continue to move through the images which are produced, individuals are evoked to get the specific product or to be a part of the image. This psychological tactic which is perceived by spectators has a stronger impact specifically because it identifies the individual. At the same time, this identity grows into sociological movements and acceptance of a specific identity in society which relates to the emotional and psychological response of the image (Hung, 2009). An example of this can be seen with the commercial photography which is taken with the fashion industry. Figure 1 is a display of a fashion image of Allen Minassian. Figure 1: Allen Minassian When looking at this image, there is a specific focus on the clothing first, as this is what is being advertised. However, the model that is advertising the clothing presents an image which is seductive, provocative and which presents the ideology that one would want this clothing. The emotional responses which are created then leads one to believe that this piece of fashion will create the same sense of identity in one who would wear the clothing in everyday life. The image is then able to start a trend or fad with the designer brand or with the specific item, specifically because of the looks and the way in which the image is shot. To further this example, are fashion trends which are based on creating specific types of images that will lead to trends which are already occurring in society. For instance, women during the feminist movement in Sweden became attached to the identity of the heroine – chic. This was one who had a complete package of being able to save different situations in society while remaining in style and making a statement that was feminine. To follow this, fashion industries created advertisements that would enhance the movement and allow it to go further as a trend. The examples in figure 2 show how this was utilized to add into the trend and to popularize the fashion and different types of identity with the heroine-chic stigma which was popular during the time. Figure 2: Heroine- Chic Ads All of these ads make a similar statement about beauty, the condition of women and the feminist, heroic and chic style of the time. When comparing these photos, it can be seen that all have a type of seduction linked to the fashion. However, there is also a tougher look to the women and a sense of a vogue identity from the chic fashion created. The sociological response was one which then constructed meaning on the seduction from the women, the tougher attitudes which were associated with this and the change in feminist identity for the time (Aspers, 2001). Another image which shows a similar link is one which advertises Jarrito’s beverages, seen in Figure 3. Figure 3: Jarrito’s Beverages The photograph is one which is only displaying the several drinks of the brand in a glass. However, there is an emotional response to this photography as well, specifically with the glasses that are used, representation with the ice and the shadow effects which are used. The highlights on the drink make the glasses look refreshing and fulfilling. The emotional and psychological responses which may occur as a result are related to creating a sense of identity by drinking Jarrito’s that has the same sense of refreshment and a fulfilling taste. The image is able to communicate a message, trigger an emotional and psychological response and lead to trends and demands which occur within society because of the communication that is used. This picture, as well as others which have this same perspective is one which demands consumption from the viewers and is used specifically as a way of creating a sense of identity about how one defines and relates to the picture. The concept of pictorial knowledge begins this and continues with how one sees their own identity with the products that are displayed. If the image is one which mixes a positive identity or reaction, then the product will change to create a sense of identity with those who are looking at the image. The result is that the photography communicates an image to a consumer that changes from the value of a corporation and into a trend that is linked in society. Figure 4 shows images which create a specific reaction for trends. Figure 4: Creating Trends from Emotions When looking at this image, the concept of relaxation, peace and being in tune with the music is associated with the Phillips brand. One can look at this picture, identity and create emotions from the response then associate the communication of the picture with the identity of the brand. The relevance with the picture production then continues to develop a sense of identity and the belief of what will occur when purchasing a specific product. The result is a change in the identity of individuals and groups based on the images which are seen and influence the purchases of different items (Polte, 2006). Links to Public Photography While commercial photography is known to have the strongest impact in society, it is able to do so because of the repetition of images, force of identity that creates emotional responses and the ability for society to move into trends and behaviors that imitate these images. However, there is a specific link to public photography which creates a specific image and a response or trend from society. The difference is based on the type of trend which is created and the realistic perspective which is taken. However, the overall image, concept of creating trends and depicting what is happening in society links directly to commercial photography. The similarity is based on the emotional and psychological responses which are used to create trends and ideologies about a given area in society (Cao, Lao, 2008). The concept of public photography, while being based on providing public information, also relates to focusing on the trends, emotions and psychological responses which are associated with commercial photography. For instance, the images in figure 5 are considered pieces of public photography. Figure 5: Public Photography Examples When looking at these examples, it can be seen that they are depictions of a given instance, culture and individual. However, there is an instant recognition of emotional and psychological responses because of the look of the women as well as the way in which they are presented. If these images were in a different context, such as having a brand image underneath them, then one could mistake it for fashion photography or a piece of commercialization. The similarity is based on the emotions and psychological definitions which the spectator creates and the link of the performance of the women when in the pose. The performance creates a sense of power of the image and the emotions and psychological response which it is meant to create for the viewer (Frosh, 2001). The similarity between both commercial and public photography also links to the artistic element which is in each. The different techniques and the subject matter of each are similar in various types of photography. The difference established is based on the perspective which is used as well as the portrayal which is expected as a result. The need to create a sense of identity, as well as to question the identities then becomes the main component of the photography and links specifically to the dynamics of various public spaces. In this respect, the only difference between commercial, public and artistic photography is based on the use of the photographs, perspective which is taken and the capturing of the emotions and psychological concepts which create a specific response. By doing this, there is the ability to change the approach, subject matter and the impact which is created by other individuals looking at a piece of photography (Crankshaw, 2009). How the Importance of Images is Defined The impact of commercial photography, as well as the similarities which are created between the various types of photos is based on defining the importance of images and the relevance which is associated with individuals in society. According to John Berger, the photographic representation is based on the place where it is given, the relevance to the overall topic and the fundamental characteristics and limitations that are a part of the photography. An everyday image can be used in commercial, public and artistic photography. However, the representation, relevance and the use of the image create the impact used. For instance, the image of a woman expressing a sense of fashion can be given in all three images. The photographer can change this with perspective, techniques and the invention of the photograph. However, this can further be altered by the use of space which is taken and the approach to the photograph. For instance, if an image is placed on a billboard, then different assumptions and psychologies are a part of the definition, as opposed to the same image being placed in an art gallery. The impact which differs is then based on the ideology of creating a message based on trends or the communication of a different message (Askew, Wilk, 2002). The concept which is based on the ideology of images then relates to the story which is told and the communication which is based on the variety of elements that are a part of the photograph. When a commercial photograph is used, it tells specific ideologies by placement, use of space and the other elements surrounding the photograph. For instance, if an image is placed in a newspaper, it will relate to the ideology of a newsworthy item or buying from a specific brand. This is furthered by the expression which is created, which creates a different set of emotions and responses. However, if the public space is used as the main ideal, then a different definition enters into the spectator’s mind, specific to the nature of the photograph and the depiction which is taken. While the photographer is able to build certain elements in relation to this, there are surrounding elements which can change the psychological and emotional responses which occur. The communication is then not only based on the image of the photograph alone, but also is built from the intent of the photograph and the way that the nature of the image is presented in its surroundings (Berger, 1980). Conclusion The concepts of photography are not only based on the different approaches to the photography. While the photographers may use different techniques, approaches or considerations for a photograph, these are not the only determination on the impact which it creates. When examining commercial, artistic and public photography, it can be seen that there is a difference in the perspectives and approaches which are taken. However, this is based on various elements in the environment, as opposed to only having an impact from the main photograph. The subject matter, while slightly changing to make a statement, alters specifically because of the intent of producing a specific ideology which will evoke emotional and psychological responses. The effects of commercial photography work more effectively than others because of the expectations of the commercial and the emotional and psychological implications which communicate to society about growing trends. However, the elements of artistic and public photography don’t differ from this but add in with specific responses that carry different messages and intentions to the viewer. References Askew, Kelly, Richard Wilk. (2002). The Anthropology of Media: A Reader. Blackwell Publishing: London. Aspers, Patrik. (2001). “A Market in Vogue Fashion Photography in Sweden.” European Societies 3 (1). Berger, John. (1980). “About Looking.” Another Way of Telling Pantheon Publishers: New York. Brown, Elspeth. (2008). 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