It sometimes feel like on aggregate we spend half our day doing things in the real world; the other half tweeting, creating statuses and vines, posting photos and clips of it in the virtual world. Mundane objects such as cups of coffee instantly become photo-edited searches for ‘likes’. Miss out on a song everyone’s playing one day, and you’ll be too late for the furore the next.
Take this obsession specifically applied to Instagram. This app allows everyone to become a photographer: the tint, colour, frame, collage of your photographs are all open to change no matter how unconsidered and speedy the snap was. What will this have to bear on photography?
Now that everyone can be a photographer on Instagram, is there any art to be found in being a photographer itself? Obviously yes – some techniques are still beyond the normalising reach of social media. But many are not. Admiration for technique and tradition is being eroded by an efficiency-focused attitude of the tech age, that argues if you can do it on an app in 30 seconds, what is there to praise in learning it traditionally
Above all, photography is now inescapably branded. Snapchat – though seemingly private – retains all the rights to any photographs sent on it. Instagram attempted to do the same before a popular boycott stopped it. Having merged with Facebook, it is now, in a way, the ultimate social media brand. Instantly recognisable, it has gone from being an interesting commercial success to a full-on powerhouse; together with Facebook, the data it collects on citizens across the globe is innumerable.
Clearly there are some benefits. In amongst all the “selfies” and artfully-tinted pictures of stir-fry dinners, there are quick and insightful snippets into artists’ creative processes; giving a view not only to their final product, but the journey along the way. Notable users include Russian photographer Murad Osmann, who went viral last year with the photographs he takes of his girlfriend as she leads him around the globe. Pop art Manhattan-based artist Ryan McGinness posts images daily. An army of models, photographers (such as Terry Richardson), socialites and designers from the fashion world are also dedicated users.
Admittedly, Instagram can be a great tool for self-promotion for up-and-coming artists. Jack Bannister, a 21-year-old from the Yorkshire Dales uses Facebook to build up awareness. Museums let off a stream of promotion to disseminate knowledge of exhibitions.
Because artists are taking it upon themselves to use Instagram, surely it is a supportive tool? Not necessarily. Promotion has the danger of becoming the form of art itself; and in an area as fast-moving as social media, this poses the danger of making an artist recognisable in an instant, and instantaneously forgettable the next.
With thanks to Murad Osmann, Wikipedia and Jack Bannister for photographs.