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This chapter reviews photography as an occupation – whether you are an amateur or professional, and perhaps take pictures which are anything from strictly functional illustrations to expressive works of art. It looks broadly at the qualities you need for success in widely differing fields, and it discusses markets for all kinds of professional photography, comparing work as an employee with being a self-employed freelance or managing a business with a staff of your own. Most of the types of photography outlined here are discussed further in greater organizational and technical details in Chapter 9.
Differences in approach
People often describe themselves as 'only' amateurs, as if apologizing for this status. After all, the word amateurish suggests the second rate. However, amateur simply means that you earn your living doing something else. Do not assume that amateur photography must always be inferior to professional photography. Each requires an attitude of mind which differs in several ways – but is not necessarily 'better' or 'worse'.
As an amateur, you may envy the professional, wishing you could combine business with pleasure into a kind of full-time hobby, using professional equipment and facilities. However, the professional knows that much of the hidden advantage of being amateur is the freedom you have to shoot what and when you like. You can develop your own ideas – experiment in approach, subject and technique – without much concern over how long any of this might take. You can be self-indulgent. (Throughout the history of photography many amateurs have been the visual innovators, such as Julia Margaret Cameron, Paul Strand, Ralph Eugene Meatyard and Jacques-Henri Lartigue.)
As an amateur, you can work for an exhibition or a competition of your choice – or just for yourself or family. You can also enjoy the equipment and techniques as a refreshing change from your daily work. On the other hand, you lack the pressure of deadlines, the challenge of commissions and commercial competition to keep you on your toes. It is easy to become complacent or set targets too low to be much of a challenge. After all, the world is not bounded by the judge's view of photography at the local camera club. If you want to take your hobby seriously, you should find the time to keep yourself aware of trends by looking at published photographs and visiting galleries. In this way you can widen your knowledge of how different people use photography to express ideas and communicate information.
A professional photographer must be reliable. He or she also needs financial and organizational skills, just as much as visual and technical expertise, in order to stay in business. People rely on you as a professional to produce some sort of result, always. Failure does not simply mean you receive no fee – most work is commissioned, so you have let someone down. A client's money invested in models, props, special locations, etc. is thrown away, a publication deadline may be missed or an unrepeatable event remains undocumented.
You therefore have to ensure – as far as humanly possible – that everything in the chain between arriving to shoot and presenting the finished work functions without fail. You need to be an effective organizer of people, locations, transport, etc., able to make the right choice of time and day, and, of course, arrive punctually yourself. You must be able to anticipate hold-ups and avoid them. As a last resort, you should know how to act if a job has to be abandoned or re-shot. Pressures of this kind are both a worry and a stimulus – but, of course, they make a successful result all the more worthwhile (see page 26).
Working professionally also means that you have to produce results at an economical speed and cost. You must think of overheads such as rent and taxes, and equipment depreciation, as well as direct costs such as photographic materials and fuel. It is seldom possible to linger longingly over a job as if it was a leisure occupation. You also need to know how to charge – how to cost out a commission accurately and balance a reasonable profit margin against client goodwill (will they come again?), bearing in mind the competition and the current going rate for the job.
Equipment is no more or less than a set of tools from which you select the right 'spanner' for the picture you have in mind. Every item must give the highest quality results but also be rugged and reliable – vital gear may need duplicate backup. The cost of fouling up an assignment because of equipment failure can be greater than the photographic equipment itself, so it is a false economy to work with second-rate tools. You must know too when to invest in new technology, such as digital gear, and what is best to buy.
One of the challenges of professional work is to make interesting, imaginative photographs within the limitations of a dull commercial brief. For example, how do you make a strong picture out of a set of ordinary plastic bowls – to fill an awkward-shaped space on a catalogue page? Eventually, you should be able to refuse the more dead-end work, but at first you will need every commission you can find. In the same way, you must learn how to promote yourself and build up a range of clients who provide you with the right subject opportunities and freedom to demonstrate your ways of seeing, as well as income. Another relatively open way of working is to freelance as a supplier of pictures for stock libraries.
Photography is still one of the few occupations in which you can create and make things as a one-person business or department. It suits the individualist – one reason why the great majority of professional photographers are self-employed. There is great personal satisfaction in a job which demands daily use of visual and technical skills.
Photography does not just divide neatly into amateur and professional categories. After all, it is a medium – of communication, expression, information, even propaganda – and as such can be practised in hundreds of different ways. You can shoot pictures purely to please yourself and develop your style; for example, working for one-person exhibitions, books and sponsored projects, awards and scholarships. It is possible to build up a national or international reputation in this way if your photography is good enough. You can sell pictures through galleries or agents as works of art.
To begin with at least most of these so-called 'independent' photographers make their living from another occupation such as teaching, writing or some other kind of photographically related full- or part-time job. Independent photography relies on the growing number of galleries, publications and industrial and government sponsors of the arts interested in our medium. In this, photography follows long established patterns in painting, poetry, music, etc. If you are sufficiently motivated, then working for yourself free of commercial pressures can lead to exciting avant-garde results. Some independent photographers work for political or other ideological beliefs. Outlets here include pressure groups, trade unions, charities, arts centres, local community associations, specialist publishing houses and archives. It is one of the great strengths of photography that so many of these options are open to be explored.
How photographs are read
If you are really going to progress as any kind of photographer, in addition to technical expertise you need a strong visual sense (something you develop as an individual). This should go beyond composition and picture structuring to include some understanding of why people see and react to photographs in different ways. The latter can be a lifetime's study, because so many changing influences are at work. Some aspects of reading meaning from photographs are blindingly obvious, others much more subtle. However, realizing how people tend to react to pictures helps you to predict the influences of your own work – and then to plan and shoot with this in mind.
The actual physical act of seeing first involves the lens of your eye forming a crude image on the retina. Second, it concerns your brain's perception and interpretation of this image. You might view exactly the same scene as the next person but differ greatly in what you make of what you see. In the same way, two people may look at the same photographic print but read its contents quite differently.
Look at Figure 1.2, for example. Some people might see this picture primarily as a political document, evidence of life under a particular regime. For others, it is a statement documenting the subjugation of women. Some would find it insulting on ethnic grounds, or alternatively see it as a warm picture of relationships. Still others may simply consider the shot for its composition – the visual structures it contains. Again, the same picture could be read as containing historical information on dress or decor of a particular period, or it might even be seen as demonstrating the effect of a particular camera, film or lighting technique.
None of us is wholly objective in interpreting photographs – everyone is influenced by their own background. Experience so far of life (and pictures) may make you approach every photograph as a work of art ... or some form of political statement ... or a factual record for measurement and research, etc. This kind of tunnel vision, or just general lack of experience, confuses visual communication between photographer and viewer. In a similar way, it is difficult to imagine a colour you have not actually seen or to speak words you have never heard.
A shot like Figure 1.3, for example, which happens to be a leaf section greatly magnified, would probably be viewed as an abstract pattern by someone unused to seeing electron photomicrographs. A scientist might recognize and look 'through' the picture as if seeing into the microscope eyepiece itself, picking on the subject's factual detail. A sculptor, architect or industrial designer might file it as a reference for particular three-dimensional forms it shows. The point is that none of us works entirely in a vacuum. Unless you are uncompromisingly working to please yourself you must think to whom your photography is directed and how is it likely to be received. This will help to clarify your aims in approaching subject and presentation.
Sometimes your visual communication must be simple, direct and clear – as in most product advertising. This may be aimed at known groups of receivers identified because they are readers of a particular journal, drivers past billboards or people buying at art store counters. Other photographs may be more successful and mind-provoking when they suggest rather than state things – see Figure 5.8, for example. The more obscure your image, the more likely it is to be interpreted in different ways – but may be this is your intention?
Much also depends on the way your pictures are physically presented – how they relate to any adjacent pictures, whether they appear on pages you turn or are isolated in frames hung on the wall. Some photographers add slogans, quotations or factual or literary captions when presenting their work to clarify it, to give an extra 'edge' by posing questions, or even purposely to confuse the pictures. They often rate word and image as equally important. It is an approach which has worked well in the past (see examples by Duane Michals, Jim Goldberg and Barbra Kruger). In less able hands literary additions can become a gimmick or a sign of weakness, patching up an inability to express yourself through pictures. They can easily seem pretentious (flowery titles) or patronizing (rhetoric emphasizing something viewers are well able to appreciate for themselves). It is significant that in the advertising world copywriting is a very skilled profession, heavily market-researched. Pictures and words are planned together, adding a great deal to total message impact.
Markets for professional photography
At one time, second-rate 'professional' photographers could make a good living simply out of the mystique of working the equipment. They knew what exposure to give and how to use camera movements, and they employed much better lenses than were available to amateur photographers. Improvements in equipment and simplification of processes today allow talented amateurs to equal or surpass this level, while top professionals – with flair, imagination and business sense – reach greater heights than ever before. You can still find mediocre professional photography, of course. Some is produced by transients, people who drift into photography and just as quickly disappear again. Some professionals do stay in business but only by clinging to rockbottom prices, which stunts growth.
Excerpted from Langford's Advanced Photography by Michael Langford Efthimia Bilissi Copyright © 2008 by Pamela Langford, Dr. Efthimia Bilissi. Excerpted by permission of Focal Press. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
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Posted May 10, 2012
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