1887
Volume 15, Issue 3
  • ISSN 1569-2159
  • E-ISSN: 1569-9862
USD
Buy:$35.00 + Taxes

Abstract

While stock photographs have come to saturate media and have been mocked for their clichéd nature, for example where women are pictured laughing alone with salad, a powerful corporation like Getty Images that disseminates commercial imagery globally has sought to challenge these stereotypes by making more politicized images. This article examines one such case, that is, Getty’s Genderblend visual trend, which claims to portray gender identities and relations in ways that are both more inclusive and diverse, harnessing feminist theory as part of its promotion. Taking a multimodal discourse and visual design approach, the article looks at how corporate imagery can be styled as political and, in turn, how a politics of difference itself is shaped in the interests of the ideologies of consumer capitalism.

Loading

Article metrics loading...

/content/journals/10.1075/jlp.15.3.08aie
2016-08-05
2019-10-21
Loading full text...

Full text loading...

References

  1. Aiello, Giorgia , and Pauwels, Luc
    2014 “Special issue: Difference and globalization.” Visual Communication13(3): 275–285. doi: 10.1177/1470357214533448
    https://doi.org/10.1177/1470357214533448 [Google Scholar]
  2. Aiello, Giorgia
    2013 “Generiche differenze: La comunicazione visiva della soggettività lesbica nell’archivio fotografico Getty Images.” Studi CulturaliannoXn. 3: 523–548.
    [Google Scholar]
  3. 2012 “The ‘other’ Europeans: The semiotic imperative of style in Euro Visions by Magnum Photos.” Visual Communication11(1): 49–77. doi: 10.1177/1470357211424686
    https://doi.org/10.1177/1470357211424686 [Google Scholar]
  4. Barmada, Nadia
    November 19, 2014 Creative in Focus | Discover the key 2015 visual trends. Retrieved from: stories.gettyimages.com/creative-focus-2015-visual-trends/
  5. Djonov, Emilia , and van Leeuwen, Theo
    2011 “The semiotics of texture: From tactile to visual.” Visual Communication10(4): 541–564. doi: 10.1177/1470357211415786
    https://doi.org/10.1177/1470357211415786 [Google Scholar]
  6. Fairclough, Norman
    2003Analysing Discourse: Textual Analysis for Social Research. London: Routledge.
    [Google Scholar]
  7. Frosh, Paul
    2003The Image Factory: Consumer Culture, Photography and the Visual Content Industry. Oxford: Berg.
    [Google Scholar]
  8. 2013 “Beyond the image bank: Digital commercial photography.” InThe Photographic Image in Digital Culture, second edition, ed. by Martin Lister , 131–148. London and New York: Routledge.
    [Google Scholar]
  9. Getty Images
    Getty Images 20 October, 2014 Webinar | Creative in Focus: 2015 Visual Trends Briefing. Visual Insights, Getty Images. Retrieved from: stories.gettyimages.com/creative-focus-2015-visual-trends-briefing/
  10. Getty Images
    Getty Images 19 February, 2015 Webinar | Genderblend – the new visual language of gender marketing. Visual Insights, Getty Images. Retrieved from: stories.gettyimages.com/webinar-genderblend-new-visual-language-gender-marketing/
  11. Gill, Rosalind
    2007Gender and the Media. Malden, MA: Polity.
    [Google Scholar]
  12. Grossman, Pamela . Genderblend
    . InCreative in Focus, Getty Images iBook. Retrieved from: stories.gettyimages.com/creative-focus-2015-visual-trends/
    [Google Scholar]
  13. Grossman, Pam
    26 February, 2015 Images that ‘Genderblend’: Trend Analysis. Visual Insights, Getty Images. Retrieved from: stories.gettyimages.com/genderblend-visual-language-gender/
  14. 23 March, 2015 Gender fluidity goes POP: Celebrating cliché-busting media and brands. Visual Insights, Getty Images. Retrieved from: stories.gettyimages.com/gender-fluidity-goes-pop-celebrating-cliche-busting-media-and-brands/
  15. Grossman, Samantha
    December 8, 2014 “Women laughing alone with tablets’ is the new ‘women laughing alone with salad.” TIME.com. Retrieved from: time.com/3624276/women-laughing-alone-with-salad-tablets/
    [Google Scholar]
  16. Hansen, Anders , and Machin, David
    2008 “Visually branding the environment: Climate change as a marketing opportunity.” Discourse Studies10(6): 777–794. doi: 10.1177/1461445608098200
    https://doi.org/10.1177/1461445608098200 [Google Scholar]
  17. Hooper, Lee
    4 March, 2015 Five brands who get girls right. Expert Insider, Getty Images. Retrieved from: stories.gettyimages.com/five-brands-get-girls-right/
  18. Kress, Gunther , and van Leeuwen, Theo
    2006 Reading Images: The Grammar of Visual Design , 2nd edition. London: Routledge.
  19. Lazar, Michelle
    2014 “Recuperating feminism, reclaiming femininity: Hybrid postfeminist I-dentity in consumer advertisements.” Gender and Language2(2014): 205–224.
    [Google Scholar]
  20. Machin, David
    2004 “Building the world’s visual language: The increasing global importance of image banks in corporate media.” Visual Communication3(3): 316–336. doi: 10.1177/1470357204045785
    https://doi.org/10.1177/1470357204045785 [Google Scholar]
  21. 2013 “What is multimodal critical discourse studies?” Critical Discourse Studies10(4): 347–355. doi: 10.1080/17405904.2013.813770
    https://doi.org/10.1080/17405904.2013.813770 [Google Scholar]
  22. Merrill, Guy
    16 March, 2015 As brands smudge gender lines, don’t forget the kids. Visual Insights, Getty Images. Retrieved from: stories.gettyimages.com/as-brands-smudge-gender-lines-dont-forget-the-kids/
  23. Sachs, Mary-Lee
    June 27, 2014 Getty Images a cliché-killer at Cannes. Forbes.com. Retrieved from: www.forbes.com/sites/maryleesachs/2014/06/27/getty-images-a-cliche-killer-at-cannes/#67771fc5cfaa
    [Google Scholar]
  24. Seymour, Tom
    May 7, 2015 Getty and Instagram partner on photography grants worth $10,000. British Journal of Photography. Retrieved from: www.bjp-online.com/2015/05/getty-and-instagram-photography-grant-10000/
    [Google Scholar]
  25. van Leeuwen, Theo , and Wodak, Ruth
    1999 “Legitimising immigration control: A discourse-historical analysis.” Discourse Studies,1(1): 83–118. doi: 10.1177/1461445699001001005
    https://doi.org/10.1177/1461445699001001005 [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/jlp.15.3.08aie
Loading
  • Article Type: Research Article
Keyword(s): design , feminism , gender , Getty Images , multimodality , neo-liberalism , stock images and transgender
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error