Photography News

Creating Work That Matters – Who’s the Judge?

July 22, 2016 by Rene Anthony

Late last month, renowned photographer and filmmaker Ted Forbes took to the camera, delivering a few ‘home truths’ towards photographers. In what became an emotionally charged narrative, Forbes argued that “nobody cares about the work that you’re doing as a photographer”, particularly given an “over-saturated” marketplace. How to stand out and overcome this perception? By creating “work that matters”. There are certainly elements of truth to these statements, however, it would also be amiss to depict the matter in such a ‘black and white’ account.

 

Forbes is certainly correct to define the photography industry as “over-saturated”. In every aspect of the photography industry there are professional photographers competing against one another, now joined by a chorus of emerging amateurs with access to affordable equipment. All of this sits within the haze of social media, where hobbyists flood the internet with pictures from their camera phones or point-and-shoots – to some extent, devaluing the appreciation of professional photographers work.

It is also suffice for Forbes to suggest that for one to differentiate themselves with a unique offering, they can challenge the expectations of their clients or followers, and offer an enhanced value proposition. But it is this point, with the premise being that meaningful work is somehow a commonality across all clients, which offers serious misgivings. Just because a photographer is able to redefine work, or push boundaries, that does not necessarily mean they are creating work that matters, nor does it imply this is the only way to create meaningful work.

 

For starters, it helps to define photography as both an art, and a business. As an art, there are inherent traits – one of which, is the subjective nature of the work. When applying the train of through that a photographer’s mission should be creating work that matters, how can one define what matters, and to whom?

 

From a viewer’s perspective, what may strike an emotional chord with one person, may leave another numb, bored or uninspired. There will be those with mindsets that only cover a certain paradigm, be it traditional, minimalist, experimental, and so forth. Clients, meanwhile, may place varying degrees of meaning upon photographers’ work depending on how it benefits their business, or any emotional attachment they share given their personal connection to it – for example, weddings, portraits or child photos.

Source: breatheandsmile.org

 

 

And what about the photographer? Won’t each photographer have their own opinion as to what matters to them? It could be their most ‘technically’ challenging photos; photos from the beginning of their career when they were still developing their skills; the praise from their fans or close ones; working on a fun, novel shoot; it could be a lucrative project or client; or perhaps it involves subjects they share an emotional affiliation towards (e.g. their favourite scenery, a loving couple, family). In all these instances, there is no guarantee others will share the same value – but that is not to say the work doesn’t matter.

 

It should be noted Forbes does contend that delivering meaningful work ought to be the focus ahead of the attention received when distributing such content. And in this respect, he is correct. However, it’s only when we try to understand what it is to ‘create something that means something’, do we realise how individual this is – and on this point, if you’re able to derive satisfaction and value out of what you do, and your clients hold your work to a similar value, then that is all that ‘matters’.

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