Case Study: Tourism, Fashion and 'The Other'

As we have previously discussed, photography is often mistaken for truth. This notion is particularly relevant in association with the depiction of people from other cultures. While the subject that is photographed may be real in and of itself, the information we glean from the image is tailored by elements controlled by the photographer. The viewer's assumptions about the content and context of the photograph, especially in the case of the depiction of cultural 'otherness,' can go in a variety of directions, with varying levels of truth. 

I find it interesting that often, people from other cultures are photographed in a way that emphasizes the spectacle of their 'otherness' through their dress or surroundings. To some extent I understand the desire to focus on the characteristics of foreign countries and people that are different from our own. We all do it in our own travels, just as this case study discusses. Tourism really thrives on each country's niche, which is portrayed to the extent of becoming symbolic for the culture itself. Travelers love the simple, packaged way in which they can consume the elements of the culture that their own lacks. This is evident in the photographs we all bring home from any number of foreign locations. However, this cliched representation of other cultures, although we believe it because of the spectacle in images we have seen, is not always representative of the true lives of the people within that culture. 

This goes along with the fashion aspect of the case study. We depict what we want to see, not necessarily what is true. Fashion photography strives to depict images of what is desirable, so that consumers will also desire it. The clear sexualization of the often female subject creates an illusion of glamour and fantasy. The introduction of different cultures to the realm of fashion photography creates an interesting tension between the familiar spectacle found in the desirableness of the subject and the distancing effect of foreign color palettes and dress are used to create this feeling of 'otherness.'

So, maybe I should re-evaluate the stereotypes I associate with foreign cultures, because what I have seen in pictures is not always representative of reality.

Haley Taylor