March 2005
The significance of artistic photography nowadays has gradually and proportionally shifted from the content of an image to the value and importance of an object. This change is fundamental but is expressed through new characteristics that constitute seemingly standard differences. These characteristics have been primarily defined by those involved in promoting photographic objects, or prints. The most widespread of these characteristics relate to the names, sizes, and the reproducibility of photographs. A photographer who wants to achieve photographic sales should first stop calling himself a photographer. The correct address is "artist". A general and vague term, which, however, adds at least a zero to the work's value. The work itself should stop being called "photography", even if it is made in the most traditional way, even if it is a "silver print", a term that again means simple photography but, being more mysterious, impresses and promises improved acceptance. Photography should be called "image". A name that sonically refers to the coveted visuality. However, since this does not guarantee success, the size of the images must now be measured in meters, not centimeters. The time when size did not matter has irrevocably passed. Now the "artist's" "image" is measured by the "meter". The bigger, the better. However, there is still the fear that the "image" might be considered photography, namely the ultimate sin of reproducibility, leading the "artist" to create limited series with numbered copies of the "image". An ideal number is considered to be five or six. Numbered "images" gain more value as the copies are gradually sold. Thus, autonomy is achieved even within the same package of artistic copies. The "image" 6/6 appears more expensive than 1/6, because five others have already preferred it and because as we approach the large number, fewer copies are available in the market. If all are sold, there is still hope that sales will continue. The artist can issue an unnumbered and off-series copy by agreement with a specific buyer. But the "artist" can also issue a new series with different size copies than the previous one. For example, six in 1x1 m and another six in 2x2 m. However, there is always the possibility for the "artist" to have printed "images" for his personal collection. These can also be sold, only they must be referred to as "artist's copies". Therefore, the great success of photography after its recognition is that the photographer is now called an artist, the photography is called an image, and its reproductive ability has at least apparently been restricted. If all the above sounds to some as hypocritical, demeaning, sad, and ridiculous, I would agree with them.
Plato Rivellis