“Reality does not exist by itself. It’s an intellectual construction; and photography is a tool to negotiate our idea of reality.”
– Joan Fontcuberta
– Catalan photographer/artist/writer/educator Joan Fontcuberta, as recently stated in the film made by the Hasselblad Foundation, which accompanied the announcement that he was the recipient of their 2013 International Award in Photography.
Capture is only one aspect of how an image is perceived – think of all the other variables. Somehow we are able to “get” the image despite its modification by camera noise, shine on a glossy print, monitor color calibration, viewing context, your own unique eyesight, 256 greys, ad infinitum…
Fontcuberta’s pithy observation brings into question generally-accepted industry standards of photographic excellence. Is it time for a change? Our expectations are driven by swiftly-changing criteria, culturally based. Photographers’ passionate quest for the newest capture and production technology says something about photographic values as they exist now, very different from the past.
One can’t help but wonder what’s down the road.