9/ The Dove Evolution

http://www.youtube.com/watch?v=iYhCn0jf46U

This video visually demonstrates the process of how a fashion photograph may be created, from the time that the image is captured to the output of the image. It shows how styling, lighting, props play a part in the final product of the image but more importantly it shows the extent to which some photographs are edited in post production, to the point where even the model’s features and proportions are altered. The video demonstrates that our perception of beauty as a society can be distorted as a result of the fashion photography industry.

Is it worth publishing next to this image a statement like 'this image has been dramatically altered?'. Almost everything (if not everything) in fashion photography is altered, so this statement would have to be published next to almost everything, so would it lose effect? And is it implying that society does not already know this? I am thinking about these questions as I ask them. I do not think that society is ignorant, people know that photographs are retouched. What I don't think that the majority of society knows is to what extent these images are retouched, because even with my background and experience I still found this video disturbing as a result of the extremity in editing and the idea that the final product does not even look like the model. Perhaps statements along the lines of this should be published next to images that have been edited past the stage of basic colour, skin and composite corrections. Then the statement will be more rare and at least those who bother to read it will be more informed. Of course a statement like this will not 'fix' the effect that this industry has had on society, because most of what we encode is at a subconscious level, but I think it's a start.

As a photographer specialising in fashion, what is my stance?

The effect that fashion photography and advertising has on society is daunting, so stepping into this industry, as exciting as it is I am cautious. When I began this course I thought I would go down the track of photojournalism, and now I have found myself in love with fashion, completely opposing fields in terms of ethics, style and 'truth'. Not to say that all I will ever shoot is fashion, I still love documenting what is around me.

We all know that an image is different from the time that the shutter is released to the time that it goes to print. However, how dramatic these changes are is what is causing problems in society. Most of what I do now is altered in terms of colour, contrast, clarity, and retouching of the skin. The digital revolution has come a long way since dodging and burning in the darkroom, and it would be unrealistic to say that I do not alter my images. However, I would not alter my images as dramatically as in the example above, to the extent of changing the subject's facial proportions. But I will continue to enhance my images in the way that is natural to this field of photography.

Dove Evolution, c2007, Dove Evolution, viewed 15 March 2010, [http://www.youtube.com/watch?v=iYhCn0jf46U].