Jacques Derrida (1930-2004) was a French philosopher best known for developing a form of semiotic analysis known as deconstruction. His concepts and theories are associated with postmodern philosophy, so it is not too much of a stretch to relate it to art photography.
His theory is to find what might be of value in ideas that we easily overlook. He identifies that we have an excessive loyalty to one aspect or side of an idea or argument. He encourages people to look at aspects of an opposing idea where you may find aspects of the truth.
We fail to see the advantages of neglected opposites because we are trained to believe there is a correct answer to anything. It follows that everything else is wrong. Derrida, however, encourages people to be comfortable with not being able to reach a correct conclusion. He emphasises that there is not a neat solution behind every problem.
Derrida believed that uncertainty was a mark of maturity. Confusion and doubt should not be embarrassing traits. He viewed IQ testing with scepticism as it only measured one aspect of a person but not what type of person they were or their individual characteristics to be good at things.
In keeping with these ideas he concluded that things cannot be neatly expressed in words or writing. We can then conclude that a photograph cannot neatly express correctness of a thing. Who decides what is correct. The artist, the millions of potential viewers, the editor of a publication. Photographers and editors can control what is included or accompanies an image but it still has the possibility of being misinterpreted by someone.
A street photographer has to be aware of his intention and not include anything that may redirect from viewer from their intention. Similarly a staged image may still evoke different thoughts from different people.
Take the example of a bathroom advert from a newspaper. The scene is probably a mock up of a bathroom rather than a real bathroom, but it is not clear. The photographer and designer have created a scene that is warm and luxurious in an attempt to get the viewer to initially dream about having such a bathroom and then enticing them to believe it is possible to have this.
I have circled some aspects of the photo that I think are interesting:
Bath, sink and toilet – the basic items of a bathroom are included. Note that the toilet is only partially in the frame as it is not considered to be in keeping with pleasant luxury. It has a necessary and practical function but the author does not want us to dwell on that aspect.
Text – The name of the company is prominent along with the large text of the percentage off deals. The text ‘up to’ is vastly smaller so the viewer may miss this ‘small print’ but this may be after they have visited the showroom or set their heart on a new bathroom suite. ‘Experts’ is repeated throughout. The ‘Deconstruction’ principal may get us to challenge who determines who is a bathroom expert. ‘Bathrooms matter’. Do they? Compared to what? They help some of us relax but some people may have an issue with water, heat and steam.
Graphics/Colour – The company logo includes snake like lines implying a warm bath. Red circles are used to emphasise the deal and the cooler blue returns us to the companies brand colour. The image is mainly black and white bit a small touch of blue (duck) and copper (taps). As a result these stand out but the viewer has the ability to imagine the room it in there own favourite colour palette.
Space – The scene is actually in quite a small space but the designer has chosen a basin and bath that has space underneath. The mirror, a signifier of beauty, adds space as do the inset shelves. The tall radiator adds to the height.
In use – Although there is nobody in the frame using the bathroom, there are indicators in the form of a draped towel over the bath edge, a rubber duck on the floor and a bowl for flannels and soap next to the bath.
Practicalities – I initially couldn’t understand the relevance of the step and in particular its sharp corner, especially in a slippery environment. Further ‘looking’ made me question the practicalities of plumbing. I worked out the basin plumbing but for a second I couldn’t understand the plumbing of the bath taps. I then realised it would be under the raised floor. The angle of view hides any potential untidiness.
Deconstruction will tell us to make note that this is an advert and to be aware that we may not need a new bathroom or the offer may not be as good as it first appears. But there may be some advantages in having a new bathroom. More relaxing maybe. It may increase the value of the property so it could be an investment. Keep an open mind and something good may come of it.
Martyn Rainbird 