Philip Gatward is moving away from his commissioned pieces for the likes of corporate organizations like Nike, Cadbury, Conde Nast and Coca Cola, and has now ventured into a potentially controversial pictorial of indigenous tribes in South Omo, Ethiopia.
Following Edward Said's theory of 'orientalism,' the depiction of "exotic" others is a difficult aesthetic to capture in a politically correct manner due to the eye and curiosity of the photographer. Take a look at Philip Gatward's images and judge its value for yourself.
What Makes This Trend Stand Out
- Indigenous Representation
- Opportunities in promoting and celebrating the unique and diverse cultures of indigenous communities through inclusive media and marketing.
- Ethnographic Photography
- Innovation in capturing the beauty and complexity of ethnographic subjects through respectful and ethical photography.
- Decolonizing the Lens
- Using photography as a tool to dismantle dominant narratives and power dynamics in the representation of people and cultures.
Sectors Adopting This
- Advertising and Marketing
- Opportunities to create inclusive campaigns that celebrate the diversity of cultures and ethnicities.
- Photography and Arts
- Innovations in the artistic representation of ethnographic subjects that are respectful and culturally sensitive.
- Social Justice and Advocacy
- Opportunities to use photography as a tool to advocate for the rights and representation of indigenous communities in mainstream media and society.
