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The New Visual Testimonial: Narrative, Authenticity, and Subjectivity in Emerging Commercial Photographic Practice
[journal article]
Abstract By studying the cultural and aesthetic impact of increasingly pervasive digital technologies and mass amateurization, this paper examines the ramifications of the networked information economy on professional photographic practice and considers the concomitant implications for the photographic class... view more
By studying the cultural and aesthetic impact of increasingly pervasive digital technologies and mass amateurization, this paper examines the ramifications of the networked information economy on professional photographic practice and considers the concomitant implications for the photographic classroom. Using the framework of convergence culture as per the writings of Yochai Benkler, Henry Jenkins, Mark Deuze, and Axel Bruns, the impact of accessible and instantaneous image creation and dispersal are explored. Given the rise of consumer engagement in brand co-creation on social media platforms, we can observe massive changes to professional practice in areas such as aesthetics, and the erosion of previous sustainable business models. Indeed, as traditional notions of “expertise” shift from technological prowess to narrative and disseminative abilities, the effects on commercial practice and photographic education need to be addressed. This paper argues that there are three emerging priorities for commercial image use: narrative ability, authenticity, and subjectivity and suggests initial steps in their pedagogical application. By acknowledging these transformations, this paper explores the idea that students need to harness technique, social media influence, adaptability, subjectivity, and storytelling power in order to better serve emerging image-based needs in commercial spaces.... view less
Keywords
social media; advertising; trademark; photography; amateur; consumer; marketing; aesthetics; authenticity; subjectivity
Classification
Interactive, electronic Media
Marketing
Other Fields of Humanities
Free Keywords
Instagram; brand co-creation; commercial photography; convergent culture; post-secondary education; user generated content
Document language
English
Publication Year
2017
Page/Pages
p. 11-20
Journal
Media and Communication, 5 (2017) 2
Issue topic
Multidisciplinary Studies in Media and Communication
ISSN
2183-2439
Status
Published Version; peer reviewed