On Thursday 12th of July 2012 I spoke at Getty’s “CurveLive” event on social photography. Here are some notes I wrote up soon after that I’ve been a little lax in posting. Hopefully they’re still interesting.
For reference, here’s a video of the event. My bit starts at 12:50 minutes in.
Here are my notes:
“The brief for Friday’s #CurveLive event at the Hospital Club was a tough and compelling one. It asked “How is social photography changing the way brands tell stories?” There are a lot of ways into that question since implicit in it are overtones of the changing nature of sociality, photography, the meaning, construction and reinforcement of person’s relationship with a brand, and new ways to tell and even participate in stories, all brought about by new technologies and a novel sense of interconnectedness between products and people.
I’m not really a brand person at all. Although I’m a designer by trade, and I suspect should be brand savvy because of that, I work in a world at Microsoft Research that has one foot in a large corporation and one foot in academia. I work with social scientists and developers, studying everyday life. My interests are in people’s relationships with things, with a particular focus on how the objects in their lives connect people with their past.
Images play an important part in this connection, as objects of legacy, since they allow us to see and recall the people, places and events that we might otherwise have forgotten. They also play more symbolic roles, allowing us, for example, to fulfil our obligations as family members. We’ll often walk into homes, as part of our research, and find mantelpieces stuffed with family portraits, in which an important aspect of the arrangement of the pictures is that every family member is represented. No one should be left out and forgotten. When family members visit and they see a display like this, they often can’t stop themselves from checking that they are represented. They want to see that they are being remembered.
From this personal perspective, then, it’s important to recognize that photos already play a very social role, and that the purpose of much social photography may be driven by the same old motivations –recording and remembering; fulfilling obligations; telling stories.
I’m not at all saying “same old same old”. The transition from physical photos to digital ones is certainly a monumental one, bringing new forms of old thing into people’s lives. Like all changes, it is double-edged. We lose some properties and gain some new ones. I have old photos of my Grandfather, taken during WWII, that have an aesthetic in their physicality, for example, from the visual – the white border and slight sepia tone that was typical of photos of the day – to the transitional – the way the picture has faded and curled slightly. They are beautiful objects that have aged gracefully, in a way that we suspect that digital things are not capable of. Perhaps that is motive for our search for authenticity in digital images, or our current obsession with deliberately distressing our photos through services like Instagram.
I have about 200 old photos of my Grandfather. I now take about 5,000 photos a year digitally. I realised that when my daughter, who is six and a half now, comes to inherit my “photo archive” she’ll be the lucky recipient of about 200,000 images. That seems like quite a burden.
Quantity, then, is one of the bigger shifts brought about by digitization. I wonder how my daughter will consume this vast amount of “stuff”. Maybe this is not unlike the transition of music from physical to digital. I’m one of those people who lament the passing of the LP record, a physical, tangible object that had a real sense of presence in my home, that reminded me of my tastes, and invited me into a little ritual of interaction as I put the needle in the groove. Even as I love physical things, though, I can’t help wondering at my iPod – 60 gigabytes of music, representing my history of taste, all of which I can put on random with one click. The randomness and unexpectedness of listening to songs this way is compelling, as songs that take you back in time pop up spontaneously. Serendipity can be a delightful thing. So, then, can many digital experiences, but in a way that is different from their physical equivalents.
The #CurveLive event was about sociality, not sentimentality, though and I have three observations that I think are interesting from the perspective of the image and its social role. The first is that the act of taking a shot has become performative, about participation, for many people. Hordes of individuals at gigs taking shots of a band with their mobile phones are doing that in part to show that they are involved, that they are celebrating the event in which they are taking part. The images they take may not even matter to them. Taking shots becomes not unlike waving a zippo around in the air as some ballad plays. It is participatory, and the act of taking photos this way is inherently a social one, in a way that diminishes the image.
Secondly, a photo posted online becomes a part of a web of relationships and data, one node in many. A photo might get commented on, and through a comment linked to another person. It may get geo-tagged, and through that tag tied to a place. It is part of a world of data and people, and the image itself may need to be thought of modestly. It may not be the most important thing in that web of data, and the properties tied to that image may be more interesting than it from a social perspective as a resource for creating connections with others, or with a brand.
Thirdly I wanted to comment on the idea of possession. Our sense with SOME (only a subset) of the people we talk to is that their sense of ownership of an image is diminishing. From the second they press the shutter release on their camera they think of the image that they are taking in social terms, as something that by default is shared with their friends. It belongs to their friends as much as it belongs to them. In some senses you can think of this as a tacit contract that they make with their friends through which they agree that their photo is shared, and that they will not take it out of that that shared experience, leaving their friends to trust that they can see it, comment on it, and make it part of their world without risk.
This leads me to wonder whether the idea of possession, from a personal rather than commercial perspective, might be diminishing. If photos become social by default, what else can there be but social photography?”