Filed under: studio
Perception.
It’s a word we’ve been discussing around the studio the last couple of days.
Think of a red carpet event - celebrities walking towards an exclusive party, projecting an aura of superiority while adoring fans and paparazzi scream and pop off pictures. Only two things are separating the famous from the fans: a red velvet rope and perception. The sense of value placed on the celebrities is one of vision. They are seen differently. Even more so, they are seen.
That is where perception crosses with photography. If what and how we perceive determines what and how we value, then photography becomes a powerful tool. It is a tool that can place images, and in those images ideas, into the perception of a viewer. If used well, it can help to put concepts into light where they may never have otherwise been seen. What happens in front of the lens and is ultimately passed on to the audience is the photographer’s opportunity to participate in the creation of something valuable, and even values themselves.
This value/perception connection places a responsibility on the artist. It is first and foremost a responsibility of understanding - knowing one plays a role in the shaping of perception. But the joy of this responsibility is the act of participation; taking on and living into that understood role. No photographer, nor anyone, should have the misconception that they alone are creating value. Each individual (creatives especially) should take pleasure in the opportunity to join actively and positively in the conversation that leads to the creation of value.
