21 - The Costco Photo

Source: J.Newmark, Scrapbook Instructions, 2011

The above image lacks a clear focus due to centering. Attention is drawn to the artwork on display, and the costs associated with them. However, the photo captures the surrounding scene of the artwork as well - indicating that the photo was either hastily taken or was intended to convey the surrounding as well.

While the artwork is out of place in the scene, it also provides the viewer with the material-focused mindset of the location. The prices detract from the general 'beauty' of the artwork by attaching a value to each one. This makes the viewer feel that each piece of work is worth, at best, the dollar value below it. This is true in many art galleries:

Source: tomorrowlounge.blogspot.com

In general, this does something of a dis-service to the artist. They are forced to attach a monetary value to their work, and further that attachment (as in Berger's philosophy in Ways of Seeing) force us to focus on the text below the image rather than the image itself.

Referring again to the Costco photo, this detraction is taken from all of the artwork by not only the price tags, but also the surrounding scene. The image was taken in a way that detracted from the general flow of the art display due to its centering. This portrays the artwork as not only less valuable due to the price tags, but also because the photographer has directly shown us the area where it is held. This induces a feeling of importance of the surroundings over the actual display in the viewer, and allows them to consider more than just the display alone.