The aim of this project was to explore an area of London, which we were arbitrarily assigned.
Chancery Lane, situated towards the centre of London, is the centre of legal activity in London. Because this project revolves around the concepts of stereotypes and anti-stereotypes, the propensity of law firms in the area shall be the crux around which my interpretation of the area shall revolve. Imagery
With the boom of e-commerce a few years back, many corporations, particularly those which benefited directly from the boom such as e-businesses and consulting firms, found themselves in a situation whereby the amount of qualified jobseekers on the market was inferior to their requirements. As a result, many of these companies made an effort to make themselves seem more attractive to the potential employee, leading in modifications not only of salary packages but also of image. In order to entice young people - a strong centre of recruitment attention due to their inexperience and thus maleability- to come work for them, many such companies spent a significant amount of money trying to make themselves seem young, dynamic, altogether an exciting atmosphere to work in. The result has been a change in the image of the businessman, as shown by some of the pictures here, from "uncool" to "cool", from "boring" to "exciting", etc...
What are the features of this imagery ? We can return to the idea of photography as a language, with different uses of that language being associated with specific connotations. Basically, behind the adoption by corporate entities of imagery previously reserved to contemporary fashion or street photography lies the idea of transferring connotations- meaning that the connotations of being fashionable, "cool" or street-wise that have been associated with a certain type of photography are hopefully going to be transferred onto the corporate entity that makes use of this type of photography. Thus, the new corporate imagery makes use of such photography to its own ends. The features of such imagery make use of such stylistic effects as blurred images, long exposures, or tilted camera angles to give an idea of movement and dynamism. Also featured are modification of the colour or tonal range, in order to be in tune with contemporary youth photography, and a similar style of picture-taking such as use of particular angles and shots- the main difference aside from perhaps the skill in execution is the subject, which now becomes the corporate entity. Anti-Stereotype
The idea behind this project was to adopt this type of imagery- from which law firms have also benefited and adopted- as the stereotypical aspect of Chancery Lane, and subvert it slightly to give it an anti-stereotypical twist. The idea behind the anti-stereotypical part of the project is an idea used several time before, most lately in the video for Alex Gopher's "The Child"- the idea being to show the emotions and/or thoughts of a subject rather than just his appearance. By making use of this effect, we are able to offset the appearance given off by the subject with some of the thoughts he might be thinking, which have a much less glamourous and stylised content. The main thrust behind this project is thus the juxtaposition of this corporate imagery with grittyness/humanity, in order to create an anti-stereotype out of the struggle between image or appearance and content.