After considering the contemporary challenges faced by students and graduates my Web Publishing II class has been molded into a practical engagement with the current conditions and environments of “Web Publishing”. The Schoolyard Project is a culmination of this class and will function as a showcase of each semesters student websites.
Digital technology and the Internet have revolutionized the means of production and dissemination of a photographer’s work. It has created a landscape where an artist no longer has to rely on traditional “gatekeepers” such as galleries for a way into the art world. There is now a clear alternative that allows him/her to take the selling of their artwork and future into their own hands. This transformation of modes of marketing, circulation and consumption in a networked digital world is where we focus much of the semesters discussion.
A new era of collaboration and collective thinking on the web has brought on a surge of blogging and social networking including such giants as Facebook and Twitter. Taking cues from the success of the larger social networking models photographers have started developing their own online communties as a economical means of communicating with an audience.
Obviously, the current economic crisis and it’s effects on art making practices forms a back drop for our discussions about current web publishing. Furthermore, recent developments in the world’s political landscape has forced us to critically evaluate the use of this technology on a larger scope. Specifically, the developments in 2010 of the Arab Spring, China’s continued attempt at censorship on the internet and now our own Occupy Wall Street are discussed.
The idea of pooling resources and creating community has not been lost on this new generation of photographers. In order for your audience to find you it is no longer enough to simply have a portfolio site. You need a blog, a Facebook page and almost as important… a means to sell your work.
Students are given readings and are required to respond in writing to topics dedicated to strategy (envisioning their online portfolio, creating a long-term action plan, a clear transmission of their message, getting traffic to the site) and tactics (online art galleries, putting a price on your art, starting a blog, dipping into social media).
They are asked to develop a “product” to be sold via a website they construct. Looking at examples from within the photographic community and beyond (Jen Bekman’s 20X200 and Kickstarter.com) decisons surrounding exactly what they will sell (size of work, editioned prints) and how they will sell it (Paypal, Etsy) are discussed. Pricing and shear feasibility of production are considered and critiqued as a group and suggestions and ideas are passed freely to one another. Taking into consideration the imagery, cost of materials/shipping, time management and their target audience students develop a plan of action geared to their specific product.
Some days the students are pessimistic and others they are giddy with the thought of making money from their artwork. A young graduate in 2011 has little to look forward to in this economic climate and the idea of preparing them for it is daunting to say the least. Photography graduates will be wearing multiple hats to put a roof over their head and food on the table.
It wasn’t until recently the title was given to The Schoolyard Project. It became clear that we had created our own form of schoolyard- a place where people go to play, learn and gather. Known to generate and maintain healthy, dynamic learning environments, schoolyards promote interconnectedness and a sense of place within a larger community.
My belief is the project has done exactly that: to find and connect with the people who share their story and ideas, to find the people who want to see their work and most importantly, they have realized the value in their photographs within the larger community.
Enjoy.
