I took 48 for my second photoshoot and I narrowed it down to editing 10 images.

Editing on Lightroom

I have edited these images also very similarly to my first photoshoot where they are all in black and white with strong white and black colouring. I have got one final image in colour which I will use to experiment with using when I am mounting my images.

Photoshop experiments and editing

On photoshop I will be adding text on top of my images. To do this I have separated my photoshoots and created two sections using feminism and consumerism. For photoshoot two I have linked it to consumerism and the thoughts that people would think about someone who is shown to be an over-consumer. The words and symbols I will be using are:

‘Consumer’

‘$$$$’

‘greedy’

Originally I was going to go with the Barbara Kruger style of displaying text, and I tried different colours. I decided that I should separate the people I have used to take images of and use different text to display the ‘Consumers’ and ‘Feminism’ so I decided to use large, plain black lower case letters with no border. I have done this because the large, lower case letters because the largeness of the text symbolises the need to get something but the lower case represents the calmness and casualness of wanting to buy it.

Final images for photoshoot 2 on photoshop:

For my writing on top of my images I have used a mixture of phrases, symbols and words. the phrase ‘I need this’ is used to create two different views, one being something she wants to buy which she thinks she needs, the other being a relationship where she feels as though she needs someone, which you can link to a feminism side of consumerism. The next thing I have used to go on top of my image is the dollar symbol repeated ‘$$$$’. I have done this because I feel it created a strong vision of spending money, impulse buying things as there are no words used and just big dollar symbols that are in your face when you see them, which is like impulse buying when you see it, you want it. The final word I have used is ‘greedy’. I have used this word because an outside perspective where someone is not an over-consumer, they can view consumerism and over buying as greedy. I think this is a good word to use as its not a nice thing to call someone yet people will call someone that anyway,

Comparison to Jenny Holzer

Jenny Holzer used large text on billboard to represent her work but I have used large text over a portrait picture. I have used phrases, words and symbols to represent consumerism and feminism in this photoshoot which could have different meanings for both terms. ‘I need this’ is a phrase I have used on one of my images which can be meant in two different ways, a consumer way in needing to buy something, then also a feminist way where she could be needing a relationship, which is something Jenny Holzer has done before with her work.

For my first photoshoot I took pictures in the studio of my model. These images are portraits of her face.

I took 153 pictures and have flagged 52. I then have rated the pictures from 5 stars, 3 stars and no stars, the ones with 5 stars are the ones that I will edit.

Editing

For most of my images I have edited them the exact same way, In black and white with either strong shadows or no shadows at all, I have done this as I want her face to be both prominent in some images, but then the images with shadows I want to hide half of her face. I have used these lighting techniques to create the thought of strength when in the bright light and the shadows. I have increased the white tones to make the backdrop brighter to increase the contrast of her dark hair, her features and the shadows. I decreased the blacks and shadows to increase the darkness of her features. I have edited one image in colour that I may use in my final presentation.

I then went onto photoshop and put text over the top of them.

Photoshop experiments and editing

On photoshop I will be adding text on top of my images. To do this I have separated my photoshoots and created two sections: One to show feminism and strength, while the other is about consumerism. I have used two different people to show these two things, and each has their own quotes and statements to what they are representing. The statements and words I will be using are:

‘What You See Is Not What You Get.‘

‘She is not your muse.‘

A job is better for me.

Final images for Photoshoot 1 on photoshop:

My final photoshop edits are inspired by Barbara Kruger. I have used statements that I think link to different aspects of feminism. The first being ‘she is not your muse.’ which creates an image of women being thought of by men as theirs to talk about. I think that the full stop emphasises a vision of strength as the statement is short and blunt so it ends the quote as if it would a conversation. The next statement ‘what you see is not what you get’ is showing that women are not what you expect them to be when you only see them. This means that she may look nice, innocent or weak on the outside but when you meet or get to know her its the opposite. This shows that women can be seen by men and just see a face or body and think one thing, but when actually meeting or speaking to the women its the opposite. The next statement ‘a job is better for me’ means that a job is more fulfilling for her than a man or his money would be. I have used this statement because its about being independent an not relying or benefitting from a man and his money.

Comparison with Barbara Kruger

Barbara Kruger edited her images in black and white, like I have also with white text bordered red. She used phrases which have a strong, powerful feminist meaning behind them which I have also done

Idea

For my photoshoots I will be taking photos of women’s faces. I will be taking inspiration from Barbara Kruger who took portraits and body shots of women and put bold red slogans on top of them images to show that women’s rights in politics are not respected, and the bold red writing represents the anger and consumerism where it looks like the title of a magazine.

For my final images I want to have women looking casually at the camera with text over the top of some of my pictures to show the two different types of people I’m representing within my book. I want my final outcome to show the struggles and anger of feminism and consumerism and being a women in our modern generation.

Photoshoots

For my first photoshoot I will be taking portraits of women’s faces in the studio with the plain backdrop behind the model so that there are no details in the background of the images. I will be taking pictures with all the lighting techniques that I have learnt like butterfly, Rembrandt, chiaroscuro and just the average portraits with the camera straight in front of the model. I will do photoshoots each with a different girl and then each girl is either a spender (consumerism) or a muse (feminism).

Editing

I will edit my images to be mostly in black and white as I want to make the pictures all the same for each girl. My first images for each girl will be in colour which will be starting picture of each girl. I want to do this because my images will be in black and white but all of the ones I will be writing on will either be in large bordered writing or large black writing. For the bordered writing I will probably be using a red border for the feminism aspect of my project. This is because red is a colour that shows anger, strength and passion, its boldness shows that it wants to be seen and heard by the audience, then contrast the bold red writing with the black and white background shows that its not about the image its about the text on top of it.

What I want to explore

For my project of the theme ‘Union’ I will be exploring femininity and consumerism and from that the power, identity and stereotypes that come from it. I will be exploring this as I think that femininity is strongly linked to the theme of Union as women have been sticking together and fighting for rights all throughout time. I want to explore this because I like the work that has stemmed from feminism and consumerism and the story behind it then linking the two together where the consumerism links to feminism. I am exploring feminism as the work is powerful and that feminism has created a ‘Union’ between women all around the world.

Why it matters to me

This matters to me because as a woman and seeing different things that go on in the world with women in places like The Middle East where women cant wear what they want, cant work or go to school and America where abortions have been banned by men in charge and male roles in politics who are controlling what women can and cant do. Women should be allowed to do the bare minimum without being controlled. Anti-feminism is a large problem in the world since the start of time, where men have control over women and their bodies. I am also basing my work off consumerism and the intent to buy things. I am doing this because I want to present final images with words that can mean buying things and over-consuming but also link it back to the feminism side and use words like ‘Greed’ which can link to both consumerism and feminism. I want to make my work to circle consumerism, and the male view on women and use quotes and words directly from what I make up and feminist articles that empower femininity and layer them on top of my pictures I take of women’s faces.

How I will develop my project

I wish to develop my project by creating images where I take pictures of women’s faces, and putting text over the image with strong statements and quotes from feminist articles or words that I would use to associate feminism and consumerism. I will do this by taking pictures of different girls and present them in two different ways of consumerism and feminism. I will then have my final outcome being a mounted piece where it looks like a typography.

How I will start my study

I intend to begin my study by researching ideas from Barbara Kruger and Jenny Holzer and follow their ideas of what they represent and created when they made their work of feminism and consumerism. I want to find strong quotes and statements to put over the top of my images. I will find these by looking at magazines, online websites and words that I choose that are dedicated to feminism or consumerism, take inspiration from my two artists I studied and create slogans from that. Then I need to take photos of women’s faces and combine the images and text on photoshop.

Jenny Holzer is an American neo-conceptual artist. Her work focuses on the delivery of words and ideas in public spaces and includes large-scale installations, advertising billboards, projections on buildings and other structures, and illuminated electronic displays. Holzer belongs to the feminist branch of a generation of artists that emerged around 1980

Holzer is known as a neo-conceptual artist. Most of her work is presented in public spaces and includes words and ideas, in the form of text art. Her large installations have included advertising billboards, projections on buildings and other architectural structures, and illuminated electronic displays. LED signs have become her most visible medium, although her diverse practice incorporates a wide array of media including street posters, painted signs, stone benches, paintings, photographs, sound, video, projections and the Internet. Text-based light projections have been central to Holzer’s practice since 1996. From 2010, her LED signs started becoming more sculptural.

Jenny Holzer only uses capital letters in her work and frequently words or phrases are italicized. She has stated before that this is because she wants to “show some sense of urgency and to speak a bit loudly”.

The subject of Holzer’s work relates to feminism and sexism. Her work discusses subjects such as sexual assault against women. She has said that she gravitates towards subjects such as this due to family dysfunction she has experienced and because she claims “we don’t need work on joy.”

Mood Board

Image analysis

This image quoting ‘Protect me from what I want’ is a statement which can be interpreted in many ways. The first thing I thought of when I read this statement was consumerism as its in big bold writing on a billboard in a busy city. It can be meaning purchasing something and wanting someone to stop you from buying that and I view it as a form of self-sabotage from wanting someone to protect you from buying something. But knowing her work on feminism and sexual assault it can also mean the thought of wanting a relationship but doubting or regretting that thought as the person knows its wrong but wants it anyway. This being advertised on a large building in a busy city represents the fact that this may happen to so many people or that so many people can see this but nobody wants to help, as it is on a large billboard sign and being shown to a whole city.

These images are from Jenny Holzer’s “Lustmord” work. The word “Lustmord” is a German word translating to ‘sexual murder’ in English. This work shines a light on sexual assault. Her work is viewed in three different perspectives of the crime, the offender, the victim and an observer. I have chosen to analyse an image that has an objective perspective where it can be written by all three. It can be from the offenders of him being in a place where only women die from as he has sexually assaulted her. The victims perspective, where she is in a position where she is still alive but about to be assaulted, or the observers where he is observing the assault and stating that he is watching the assault happen. The pen ink written on the skin shows a permanent mark left on all three perspectives from being involved in this crime.

an ‘Ism’ is a a distinctive practice, system, or philosophy, typically a political ideology or an artistic movement.

Realism

Realism is a type of approach that captures the world as it truly is, without idealisation, manipulation or exaggeration. It represents subjects in a straightforward and honest manner that is focusing on authenticity and truth. This style often emphasizes the ordinary, everyday aspects of life, and presents images that reflect the reality of human experiences, environments, and emotions.

Characteristics of Realism in Photography:

Honest Representation: focus on capturing subjects in their natural state, without altering them. This means photographing people, objects or environments as they appear in real life.

Focus on Everyday Life: Realist photographers often choose subjects from daily life—street scenes, everyday work, simple domestic life—highlighting moments and details that might go unnoticed.

Social and Political Commentary: Realism has often been used as a tool for social and political commentary. By documenting real life, photographers can draw attention to societal issues, inequalities, or struggles that people face.

Lack of Idealisation: realism avoids soft focus, heavy retouching, or any other methods that could romanticise the scene. It’s about showing life as it is, including its rough edges.

Technical Precision: Realist photographers often aim for sharp, clear images with a high level of detail, paying attention to technical aspects such as lighting and composition to accurately capture the subject.

Photographers Associated with Realism:

Henri Cartier-Bresson: Known for his “decisive moment,” Cartier-Bresson captured candid, unposed moments that reflect real life and human nature, often with a focus on social context.

Dorothea Lange: Famous for her documentary work during the Great Depression, Lange’s photographs, like Migrant Mother, document the harsh realities faced by displaced families, with an emphasis on empathy and human dignity.

Conceptualism

Conceptualism is an approach that prioritises the idea or concept behind the photograph rather than the aesthetic qualities or technical aspects of the image itself. It’s about creating an image that communicates a particular message, thought, or concept, often requiring the viewer to interpret a deeper meaning behind the visual elements. This approach challenges the traditional idea that a photograph is simply a representation of reality, instead focusing on the intellectual or symbolic aspect of the image.

Characteristics of Conceptualism in Photography:

Idea over Aesthetics:

In conceptual photography, the idea or message is more important than the visual beauty or technical quality of the photograph. The photographer may create images that challenge conventional beauty or have minimal technical perfection in favour of communicating a specific concept.

Symbolism:

Conceptual photographers often use symbolism to convey complex ideas, abstract thoughts, or social commentary. These symbols are meant to provoke thought and interpretation beyond the image.

Staging and Construction:

Many conceptual photographs are staged or constructed. The photographer often arranges the scene or props to communicate the message, and the final photograph is more of a planned idea than a spontaneous moment.

Personal and Intellectual Themes:

Conceptual photography often explores personal or intellectual themes, including philosophy, identity, memory, language, or politics. It can reflect the artist’s inner world or address societal issues.

Viewer Interpretation:

The meaning of a conceptual photograph might not be immediately clear. Often, these photographs encourage viewers to engage and interpret the image themselves. They may have multiple meanings depending on the viewer’s perspective and context.

Characteristics in Conceptual Photography:

Identity: explores how identity is formed, perceived, and constructed. This could involve themes of gender, race, and personal identity.

Social and Political Commentary: address issues like consumerism, inequality, environmentalism, and power structures. The photographs themselves are not always documentary in nature but serve to make statements about social issues.

Memory and Time: explore how we remember the past or how time affects human experience, using symbolism and visual cues to provoke reflections on memory, loss, or historical change.

Examples of Conceptual Photography in Practice:

Cindy Sherman’s Untitled Film Stills: These are self-portraits where Sherman adopts various personas, examining the roles of women in cinema and the stereotypes associated with them. The photographs are not just of her but explore the concept of identity through the lens of media and cultural expectations.

Barbara Kruger’s Text-Based Photography: Kruger combines photography with bold, thought-provoking text to address issues like feminism, consumerism, and power. Her iconic style questions social norms and forces the viewer to engage with the conceptual layers behind the images.

Feminism

Feminism in photography is used to explore and challenge issues related to gender, women’s rights and the representation of women in society. Feminist photographers have used photography to question traditional narratives, challenge the objectification of women, and give visibility to female perspectives and experiences. Feminism in photography is also about exploring and deconstructing gender roles, power dynamics, and societal expectations.

Characteristics of Feminism in Photography:

Challenging the Male Gaze:

A central concept in feminist theory, particularly in photography, is the male gaze, a term coined by film theorist Laura Mulvey. The male gaze refers to the way women are often objectified and portrayed from a male perspective, making them passive subjects for male desire.

Self-Representation:

Feminist photographers often take control of their own images and bodies, using self-portraiture as a means of expressing their own experiences, identities, and emotions. This helps to stop traditional, often male-dominated, portrayals of women.

Exploring Gender and Identity:

Feminist photography often investigates gender fluidity and identity. Photographers examine how societal norms influence the way we understand and perform gender, and often challenge binary conceptions of gender (e.g. male vs. female).

Critiquing Traditional Roles:

Feminist photographers critique how women have been traditionally confined to certain roles—such as the domestic sphere, motherhood, or beauty standards—and challenge these stereotypes.

For example, Shadi Ghadirian’s series Like Every Day portrays women in traditional Iranian dress, performing everyday tasks while obscured by everyday objects. The images raise questions about the roles women are assigned in Iranian society and the way they navigate their identities within cultural restrictions.

Raising Awareness and Social Change:

Feminist photography has often been a tool for social and political activism. Through their work, feminist photographers highlight gender-based inequalities, violence against women, and the intersectionality of race, class, and gender.

Body Positivity and Rejecting Beauty Norms:

Feminist photographers challenge traditional beauty standards, promoting body positivity and the acceptance of diverse representations of women’s bodies, including those that don’t fit conventional standards of beauty.

Feminist Photographers:

Cindy Sherman:

Known for her self-portraiture, Sherman uses photography to explore themes of identity, gender, and the roles women play in society. Her Untitled Film Stills series deconstructs the stereotypical roles of women in Hollywood films, questioning how these roles shape the way women are viewed.

Shadi Ghadirian:

Ghadirian’s work is a critical commentary on the restrictions placed on women in Iranian society. Her photographs, such as those in the Like Every Day and Qajar series, use visual metaphors and symbols to address gender roles, tradition, and modernity in the context of Iranian culture.

Barbara Kruger:

Known for combining text and image, Kruger’s work critiques consumerism, media, and the objectification of women. Through her use of bold text and iconic images, she challenges societal norms and makes statements about power, gender, and identity.

Barbara Kruger is an American artist and photographer, best known for her artwork that combines images and text to address issues of power, identity, gender, and consumerism. Her work critiques the ways the media and culture shape and influence our views of ourselves and the world. Barbara Kruger’s work is powerful, direct, and confrontational. Through her combination of imagery and text, she challenges viewers to think critically about the ways in which gender, power, and consumerism shape our identities. A main theme of Kruger’s work is consumerism and how advertising, media and pop culture affect our sense of self and desires. She criticises the way individuals are objectified, mainly in relation to gender and power dynamics. Gender, particularly the objectification of women, is a central theme in her work. She often critiques the way women are portrayed in pop culture and advertising through her own bold, challenging imagery and text.

Kruger’s work challenges the notion of the “ideal” body, particularly the representation of women in the media. Her art explores the intersection of power, sex, and control, often questioning the role of women within a consumer-driven society.

Barbara Krugers signature style involves black and white photographs with bold and red bordered text. The text overlays the image and makes direct statements. The words are normally short, impactful and designed to make the viewer reconsider how they see themselves and others in context of culture, politics and society and make you think about the societal norms and your personal identity. The use of stark, bold type and a visual language borrowed from commercial advertising brings attention to how these forces operate in shaping societal values.

Her art is still highly relevant today, as it continues to resonate with contemporary issues of gender inequality, consumer culture, and media influence. Kruger’s use of mass media visuals and her conceptual approach have influenced generations of artists and activists.

Mood board

Image Analysis

This image is one of Barbara Krugers most iconic works “Your body is a battleground” which was created for a feminist protest about abortion rights. The message speaks to the political outlook about the debates on reproductive rights, access to birth control and abortion in America. The text “Your body is a battleground” bordered red, is placed going across the woman’s face grabbing your attention like how a title on a newspaper or billboard would look like as that is how she styles her work to spread the message. The word “battleground” suggests that the woman’s body is a sense of conflict and suggests that the female body is something to be fought over.

The image is in black and white with a red border all around. In the centre of the imagine is a woman’s face which is split down the middle, one half in normal black and white while the other half looks like an x-ray, representing the idea of a division.

Mind Map

Mood Board