Community, an American dream aesthetic, and the persistence of the FSA.

I wasn’t expecting to do as much research into the FSA photographs as I have. Essentially, I dismissed this as work that was studied during my formative photographic education, which was for beginners and then move on. It is a persistent presence in documentary photography however, and referenced continuously by other photographers, either overtly, or as a clear influence in the style of the work. Whilst rediscovering its significance when reading Todd Hido referencing the use of Roy Stryker’s shooting scripts (2014, p. 123), the FSA creates a scaffold in which to construct a photo documentary about people, place and connection to community. The canonical imagery from this work, from photographers such as Dorothea Lange and Walker Evans have become mythologised works, where the original context has, as Susan Sontag points out: “the photograph is, always, an object bound in a context, this meaning is bound to drain away” (1979, p. 106) after acknowledging that the original purpose of the FSA images was a complete construction of the precise elements to elicit the feeling that these people were in fact poor (p. 6). They have been shown time after time to be falsehoods, yet remain revered as the quintessential documentary representation (Stein, 2020, p. 59) and I see the influence of this body of work in much of the photography that I am researching as part of my project.

Figure 1: Paul Hart (2009 – 2015) ‘West View Farm’ from ‘Farmed’ series.
Figure 2: Dorothea Lange (1938) Tractored Out, Childress County.

For example, I started to look at the work of Paul Hart’s work titled ‘Farmed’ (Fig: 1), which are a striking series of landscapes in black and white that are quite emotive, which reference the FSA imagery through the industrialised farming landscape that he shoots (Fig: 2). Comparisons are even made in the opening essay to that work, where Steven Brown compares Hart’s images to those of Dorothea Lange (Hart & Brown, 2016, p. 5). I have started to consider the landscape much more as a vital part of my narrative. I have already discussed Vanessa Winship’s use of landscape in her series ‘She Dances on Jackson’ (2013), in which two thirds of the work is actually made of landscape images (Fig: 3), however Winship notes that even without the presence of humans in these images, they are still about people. Traces of human impact and existence are ever present, especially in a country like the UK where every square inch of the country has had some kind of impact from Humans living here.

Figure 3: Vanessa Winship (2013) Image from ‘She Dances on Jackson’

I have been especially drawn to the woodland areas that surround Watford, which started last module after I connected with the volunteers of Harebreaks woods near where I live (Fig: 4). I had never been to the woods before and was amazed that such a resource existed without my knowledge. This wood become somewhere that I walked during the lock down and have taken a great number of images. This exploration has extended into this module where I have been aiming to connect with people who have also been using the same spaces and are now coming back together – inspiring the title for this work.

Figure 4: Phil Hill (February, 2020) Helen, volunteer litter picker, Harebreaks wood.

Vanessa Winship talked about her work based in Albania and how the people seemed to have some semblance of the American Dream, where she notes that the idea of the ‘American Dream’ is something that all societies are striving for, or at least, a local version of this (2015). This really resonated in the way that I started to approach some of the landscape images as some of the scenes, especially those with pine trees, feel like they could have been taken in north America somewhere (Fig: 5). The concept of community and the American dream have a deep connection in themselves and have become part of a nostalgia and idealised version of the world that may not even exist so I am keen to continue pushing this look in my images to highlight constructed perceptions of the idealised community and now that I am really focussing in on Watford as a place for this exploration, there are parallels to be drawn in the ultra-suburbia of Watford as the last place before entering the metropolis of London, and also the first non-London town when leaving.

Figure 5: Phil Hill (July, 2020) Meadow by the Grove, just outside of Watford

Treating the American Dream as a conceptual tool in which to explore the idea of community is interesting because part of the idea of that dream is inherently individualistic and draws on Barthes’ idiorrythm (2012); people wish to live in the same space as one another but remain separate. As Suzanne Keller notes:

“American society confronts a paradox, historically, the culture has emphasized the language of individualism, laissez faire, and private property; it has valued the idea of the individual succeeding on his or her own, in the absence of social constraints, prodded by a do-it-yourself, do-your-own-thing philosophy.” And she moves on to point out that “there is no way to go it alone”

(1988, pp. 167-168).

The idealistic package being sold versus the reality of achieving are not compatible with one another.

Keller’s discussions on the American Dream and community are useful, even for my project based in the UK as she outlines some basic principles of community:

“Community is part of the proximate, everyday world, more immediate than the far away society yet larger than the family and primary group, that gives meaning and purpose to one’s life and that also diminishes one’s sense of vulnerability and of being adrift or alone in an anonymous world”

(1988, p. 170).

If all cultures around the world are in search of their own ‘American Dream’ as Winship states, then it is important to understand how this ideal is a flawed concept and will continue to perpetuate the disconnect of an immediate perception of the community, creating a perpetual disdain for what is right here, right now. This is becoming quite revelatory to my own perception of community as I consider whether there is a worthwhile investment in the community where I currently live.

Photography seems like quite a useful way of exploring this. Knowing that the idealistic community is a construction, it is quite easy to construct my images to hold up the ideal as a way of analysing it. I am already doing this with my use of black and white to accentuate the nostalgic elements of the community as others might see it. I have aimed to create my own paradox of nostalgia whilst at the same time photographing the present. By also seeking to create an aesthetic in my work that emulates the look and feel of a North American scene would only further play with the perception of community and the ideal, knowing that these are all constructions in my work.

Keller also outlines a theory of community put forward by Ferdinand Tönnies, the idea of gemeinschaft and gesellschaft, which is something that will be useful to look into in greater detail. “Gemeinschaft … human association rooted in traditions and emotional attachment” and “gesellschaft is a very different social formation: larger, specialised, impersonal, and pluralistic”  (1988, p. 171). For Keller, American society has shifted into gesellschaft, which has created this disconnect as we increasingly live in larger and larger communities. Moving forward in my own research, it is important to identify whether my own community values gesellschaft over gemeinschaft. This too, is important to understand in the context of the ongoing pandemic and other socio-political issues that we are facing as a society, such as Brexit. Keller also notes that the shift to a more individualistic, impersonal community comes at the cost of the emotional attachment of gemeinschaft, yet people still seek it and long for it, which supports the way we view community through a nostalgic lens (p. 172). This I feel, is something that I have been aiming to place into my project. My own feeling of disconnect is potentially born from the idea of gesellschaft and I also seek an emotional connection to place. My photography could be a way to do that.

Work in Progress Gallery

Landings Zine outcome

I have received my zine back from The Newspaper club. It has turned out quite well and looks quite good on the newsprint. I think that maybe the images could have had a little more contrast, however feedback from my peers is that this works quite well (Fig: 1).

Figure 1: Phil Hill (July, 2020) I hope this finds you safe and well zine outcome [top and bottom]
Figure 2: Phil Hill (July, 2020) Producing my zine for Landings exhibition.

I have discussed the process of creating the zine previously (Fig: 2), however to recap, I decided to create my zine in newsprint to create more of a tangible link to the place that I am focusing my research project this module. Watford has had a significant role in UK printing, including printing all of the colour supplements for Newspapers based here. I feel that this is a great link to pursue as my work can be viewed in a Sunday supplement context.

Workshop Planning

To link to my research project, I would be keen to run a workshop about creating work within the community. This could potentially be about how to approach people and places within the community and identify the cultural signifiers that make that place unique and why you are drawn to it – the reason why you want to take the images in the first place.

I am still getting to grips with grounding my project in this area, so I think the workshop would be just as important for me as it would be the participants. Especially. Plus, if the participants were also from the same community that I am making my work it would create valuable insight into how others perceive the same place, which I also live.

My workshop would comprise of peer discussion and Q&A to establish prior knowledge, understanding of socially engaged photography, and provide me with an opportunity to outline any learning outcomes and introductions. The workshop should take a day to complete, including practical time to go out and start to create images with the potential for a later plenary, or online presentation of work once participants have had the opportunity to create imagery.

Workshop Plan

Ways of Showing Work

The Creative Hub by the Printspace put together a really useful guide in the different ways to show and promote work (2020). I am going to attempt to analyse these approaches compared to what I have already done and what I could to towards them. My notes are numbered in red.

Budget of £0 – £250Instagram 1Website 2Magazine/Blog Feature 3
Cost:£0£120- £250 per year (if using a template) £0
Time to Launch:1 week1 monthDepends on publisher
Post Launch:7 – 20 hours per week4 hours per weekDependent on the reach of the feature
Getting Noticed:Make interesting content and engage with other users, which will organically build your followingImprove SEO blogging and regularly refreshing content. Link to your site from all from all social accountsShare/Publish the feature on all your social media accounts
Key Tasks:– Making interesting & original content
– Post scheduling
– Engagement with other users
– Domain registration
– Logo & corporate identity design
– Choosing & adapting site template
– Set meta tags & meta descriptions for pages
-Choose SEO friendly URLs
– Find publications that suit your work
– Create press package, email, supply images in correct format
– Ensure your website is working for when people click through
Figure 1: Creative Hub (2020) Table showing different methods of showing work with a budget of £0 – £250
  1. Instagram: Having run an instagram account for quite a few years, I find it quite challenging to maintain the level of consistency and sustained approach to sharing and commenting. I understand that this is important and do maintain my presence on the platform
    • I have found that when i was freelancing that platforms, such as Linkedin are far more valuable for building a focussed interest in my work as i am sharing it with professionals who have a vested interest in seeing what I can do
    • That being said, Instagram feels much more accessible and is an important part of getting my work in front of audiences
  2. Website: My website is a self hosted WordPress site after many years of running template sites, I actually enjoy the flexibility of WordPress. However, consistency in the presentation, although might be considered dull and formulaic, is useful for clients and editors who would easily navigate the work knowing the formula of Squarespace et al.
    • Maintaining my website in this way is flexible but also much more cost effective than using a template site. My running cost for my own site is roughly a third of what Creative hub is suggesting. Not including the recent update to my website that included a custom theme, which was the first time that I invested in a premium version.
    • The downside of running this myself is that I must invest much more time in the setting up and really research SEO techniques (which I still have much to do).
  3. Blogs/Magazines: In addition to the promotional side of sending work to be shared and reviewed. I am also keen to pitch my work for syndication and publication, which would also mean payment to me. This of course, is how I would operate as an editorial freelance. That said, there is an expectation that I would need to share work for free in certain circles in order to generate the interest required for paid opportunity.
    • In order to make my work more valuable to publishers it is also worth creating written work in support of my photography.
    • Also worth considering any secondary markets for the work to make it as accessible as possible outside the usual photographic channels.
Budget of £250 – £1,250Printed Portfolio 4Zine 5Group Exhibition 6
Cost:£300 – 700£500 – 1,250£250 – 1,000
Time to Launch:2 – 4 weeks3 – 6 months2 – 4 months
Post Launch:2 – 4 hours per week4 – 6 hours per week10 – 15 hours per week during show. 5 – 10 hours following up interest after
Getting Noticed:Attending portfolio reviews & festivals. Meetings with agents/ art buyers/creative directors/marketing/creative agenciesHaving a launch. Selling online & getting reviewed blogs/magazinesPromoting the event extensively across social media, press reach-outs, emailing invites, posting out printed invites
Key Tasks:– Confirm edit
– Print test strips
– Choose paper
– Choose presentation method
– Arrange reviews/meetings
– Confirm edit
– Write copy
– Research print/bind methods
– Design layout
– Print/bind final version
– Space hire
– Curate/install
– Private view/refreshments
– PR: marketing/press/social media
Figure 2: Creative Hub (2020) Table showing different methods of showing work with a budget of £250 – £1,250
  1. Printed Portfolio: I am thinking at this stage of the MA, that I am not in a position to have a completed printed portfolio. I am a proponent of a well presented printed portfolio and am keen to pursue this in the future for the FMP.
    • I already own a box for presenting prints, for example (Fig: 1). The argument for allowing readers to construct their own narratives from my work supports this method of printing and presenting work. They are also useful to spread prints out and see how they might work together – An important consideration for clients.
    • I also have a courier case, which is useful to protect the box and send it out to potential clients. This might include: publishers, galleries and other potential audiences for my work without necessarily having to spend the time travelling around myself. The more traditional method of getting work out there.
    • Portfolio reviews can be quite costly and it is really important to only attend those that represent value for money. Better value would be to really research potential clients and buyers of my work and set up meeting with those people instead.
    • A downside of this method is the need to replace prints as they are frequently handled, which would be a concern of a blurb style book and folder style folio, however print sleeves might circumvent this.
    • In terms of what might represent the most value for money in presenting work, this might be the best in time and money spent, over a book dummy for example. it also allows others to see sequences in the work that will work for them.
  2. Zine: I produced a zine collaboratively during the task in week 3 and learned some really valuable lessons in the production and printing. Primarily in the setting up and compromises required. Taking on board these lessons, I have also produced a zine to support my Landings exhibition.
    • What could be quite useful about zines is the ability to make a self published object that I can then sell myself. The main challenges is the initial outlay of this can be quite costly, especially when I do not have the £500 stated by Creativehub above.
    • To truly make a success of self published zines, it would be useful to already have an established audience, which is where platforms like Instagram would be useful.
    • For Landings, I have produced a short run of 20 zines (the minimum required by The Newspaper Club for printing).
    • Even if I do not manage to sell any copies of my zine, they can become a useful promotional tool to send out to potential audiences of my work.
    • I can also submit the zine to the ‘Self Publish be Happy’ library.
  3. Group Exhibition: Not something that I have lots of experience with outside of an academic setting. That said, the Landings 2020 experience will be useful to understand the process and potentially see how disparate bodies of work can be curated together.
    • Additionally, all of the work that I am carrying out towards the creation of my own zines and website updates will support creating promotional material for group shows in the future.
Figure 1: Seawhite (2020) Archival print box
Budget of £1,250 +Solo Exhibition. 7Art Fair. 8Book. 9
Cost:£1000 – 7000£3,500£5000+
Time to Launch:3 – 6 months1 – 3 months6 – 12 months
Post Launch:40 – 60 hours per week during show, 20 hours following up interest after12 hours a day during the show, 20 hours following up interest after8 – 20 hours per week
Getting Noticed:By promoting the event extensively across social media, press reach out and direct emailGood presentation, understanding the type of attendees to the fair, following up diligently on interestHaving a launch, finding stockists, entering book awards, attending publishing fairs, selling online, getting reviews
Key Tasks:– Space hire
– Curate/Install
– Private view/refreshments
-PR: marketing/press/social media
– Create show catalogue
– Set up print sales; online and in the space
– Design & curate the space
– Create catalogue and takeaways for attendees (e.g. postcards)
– Setting up digital capture of details
– Set up point of sale terminals
– Create edit, produce dummy
– Get text written
– Review/critique
– Final edit
– Research printing techniques
– Design
– Promotion
Figure 3: Creative Hub (2020) Table showing different methods of showing work with a budget of £1,250+

This block is potentially a bit beyond me at the moment due to financial and where a solid audience will need to be created in order to justify some of these.

  1. Solo Show: There are opportunities to exhibit work in venues that do not cost as much as this, or would even be free for a percentage of any sales. The compromise would potentially be in the location of such venues however.
    • promotion would inevitably still cost money to produce the materials necessary.
    • Many of the options that have been outlined above might also need to be put in place before I am in a position to be able to put on a solo show.
  2. Art Fair: This is another one that I am fairly new to. It could present a good opportunity to build an audience for my work if the right fair was selected. Quite risky with the budget that CreativeHub suggests.
  3. Book: Book publishing is an interesting one. As I understand it, if you even manage to secure the interest of a publisher, you might still have to put together a substantial investment of money in order to realise the book.
    • There are a number of dummy book awards and Mack’s for example is free to enter.
    • As I work for an FE college, there are a good amount of facilities to help me realise a book dummy should I wish to pursue that in order to keep the costs down
    • Sequencing is vital for the success of the book as it could be easily overlooked.
Bibliography

Creative Hub, 2020. How to Show your Work. London: Printspace Studios Limited.