Publication: Moda fotoğrafında bir meta olarak kadın
Abstract
Moda, dolayısıyla da giysi, çağdaş bir imgenin oluşturulmasıyla ilgilidir. Giysi yoluyla, vücudun görüntüsünün her zaman güzel ve belirgin olması için, görüntüyü yeniden şekillendirmenin ve bir daha sunmanın yolları geliĢtirilmektedir. Giysiler, bedenlerimiz için ten ve mimari arasında kalan birer ilk mekandır. Fotoğrafın icadından bu yana yaĢanan heyecanın sebeplerinden biri de fotoğraf ve mekan iliĢkisi olmuĢtur. Öyle ki fotoğraflaĢan her nesne de basitçe her Ģeyin kayboluĢundan arta kalan bir iz, fotoğraf da bu izin mekanıdır. Fotoğraf, hayatımızı hızla görüntüler silsilesi olarak yaĢayıp giderken anılarımızı, hayallerimizi, arzularımızı saklayabileceğimiz mekanlara dönüĢmüĢtür. Fotoğrafın ilk yıllarında moda fotoğrafçılığı daha çok belgesel tadında olup, kıyafetleri cansız bir manken üzerinde veya bir kadın üzerinde göstermek yeterli iken yıllar ilerledikçe yeni arayıĢlarla birlikte moda fotoğrafının içine sanat, teknik, yaratıcılık girmeye baĢlamıĢtır ve moda fotoğrafı, fotoğrafın en can alıcı, en gözde alanlarından biri haline gelmiĢtir. Bu yeni arayıĢların en büyük sebebi elbette endüstrileĢme süreciyle birlikte artan rekabet sonucunda müĢteriye/ izleyiciye tutkuyla bağlanabileceği, ideal hayata sahip olmak için fotoğraftakine de sahip olması gerektiği düĢüncesini verebilmektir. Buradaki dikkat çekici kısım ise fotoğraflarda kullanılan kadın imgesinin nasıl bir çerçeve içinde izleyenlere sunulduğudur. Fotoğrafın ilk yıllarından bu yana kullanılan kadın imgesi; güzellik, aĢk, zenginlik, mutluluk gibi pek çok konuyu sembolize etmiĢtir. Günümüz kitle iletiĢim araçlarında ve bunun uzantısı reklamlarda da yüzyıllardır toplum tarafından belirlenen ve kadına uygun görülen toplumsal rolün pekiĢtirilmesi ve yanı sıra da cinsellik öğesinin ön planda tutularak kullanılmasına devam edilmektedir. Modern kapitalist toplumda sanatla birlikte, sanatçı ve sanatsal kurum da ekonomik kuruluĢların yörüngesinde hareket etmektedir. Böylece sanat ve sanatçı yoluyla zevkler, duygular, alıĢkanlıklar birer meta olarak, baĢta medya olmak üzere moda ve reklam fotoğrafları gibi kültür endüstrisinin diğer kurumları aracılığıyla da topluma sunulmakta ve piyasa değeri bulmaktadır. V Fotoğraf sanatında ilk zamanlardan bu yana kullanılan kadın imgesi kapitalizmin de etkisiyle insanların tüketimine sunulan bir olgu durumundadır. Moda fotoğrafında kadın imgesinin metalaĢma sürecinin sanatsal, sosyolojik, psikolojik yönleri bulunmaktadır. Toplumsal cinsiyet tartıĢmalarına katkıları ve modernist paradigmaların bir uygulama aracı olan fotoğraf, kadın kimliğini biçimlendirme hususunda da önemli bir rol üstlenmektedir. moda fotoğrafı, kadın imgesi, kadının metalaĢması
Fashion, hence the outfit, is about generating a contemporary image. Clothing is a medium to develop new ways to restyle and redefine the image in order to give an appealing and explicit look to the body. Clothing is the body’s first shelter, in other words, it provides outer covering to the body and becomes prior to houses. The relation between photography and space is one of the reasons that have caused great excitement ever since the invention photography. Therefore, each photographed object is simply a vestige of what has been lost, and the photo itself is the locus of this vestige. While life is swiftly passes by, in a sequence of images, photos became a locus of memories, dreams and wishes. In the early years of photography, fashion photography was more like a documentary that it used to be acceptable to display outfits on a mannequin or a woman, however, as time went by in search of new pursuits, fashion photography has evolved to include art, technique and creativity, and fashion photography therefore became the most glamorous and popular field within the professional photography. As a result of the increasing market competition arising from the industrialization, the initial motive of these new pursuits is to imbue the idea that the customer/ audience need to own what is demonstrated in the photo so as to have an ideal life. The significant point here is the framework of how the photographed image of a woman is represented to the audience. Since the beginning of photography, the image of woman has symbolized various topics including, love, beauty, wealth and happiness. In today’s mass media, therefore in advertising, the social role of women is pictured within the traditional perception of female, and sexuality is still placed in the foreground. In modern capitalist society, artists and the art institutes, as well as the art itself, are not independent from the economic institutions; consequently, pleasures, emotions and habits as commodities are presented to the public through art and artist, and gain market price particularly via media, and the other mediums of culture industry such as fashion and advertising photography VII The image of woman, a primary subject of photography since its invention, has long been an object of consumption under the influence of capitalism. There are artistic, sociological and psychological aspects of objectification of female image in fashion photography. Photography, as a toolbox to modernist paradigms and its contribution to gender debates would also undertakes important role in a woman’s process of establishing her own identity. fashion photography, image of woman, objectification of woman
Fashion, hence the outfit, is about generating a contemporary image. Clothing is a medium to develop new ways to restyle and redefine the image in order to give an appealing and explicit look to the body. Clothing is the body’s first shelter, in other words, it provides outer covering to the body and becomes prior to houses. The relation between photography and space is one of the reasons that have caused great excitement ever since the invention photography. Therefore, each photographed object is simply a vestige of what has been lost, and the photo itself is the locus of this vestige. While life is swiftly passes by, in a sequence of images, photos became a locus of memories, dreams and wishes. In the early years of photography, fashion photography was more like a documentary that it used to be acceptable to display outfits on a mannequin or a woman, however, as time went by in search of new pursuits, fashion photography has evolved to include art, technique and creativity, and fashion photography therefore became the most glamorous and popular field within the professional photography. As a result of the increasing market competition arising from the industrialization, the initial motive of these new pursuits is to imbue the idea that the customer/ audience need to own what is demonstrated in the photo so as to have an ideal life. The significant point here is the framework of how the photographed image of a woman is represented to the audience. Since the beginning of photography, the image of woman has symbolized various topics including, love, beauty, wealth and happiness. In today’s mass media, therefore in advertising, the social role of women is pictured within the traditional perception of female, and sexuality is still placed in the foreground. In modern capitalist society, artists and the art institutes, as well as the art itself, are not independent from the economic institutions; consequently, pleasures, emotions and habits as commodities are presented to the public through art and artist, and gain market price particularly via media, and the other mediums of culture industry such as fashion and advertising photography VII The image of woman, a primary subject of photography since its invention, has long been an object of consumption under the influence of capitalism. There are artistic, sociological and psychological aspects of objectification of female image in fashion photography. Photography, as a toolbox to modernist paradigms and its contribution to gender debates would also undertakes important role in a woman’s process of establishing her own identity. fashion photography, image of woman, objectification of woman