Jason Evans “Strictly”

This series provides an opportunity for me to sort out some of my thoughts on identity, following listening and reading a couple of OU OpenLearn courses, namely Understanding Identity and Identity in Question.

The courses posit that our identities are partly formed from the inside (how we perceive ourselves) and partly from the outside (how society sees us). Much of each of these is unconscious and we have little control over it, but a portion (they mention 10%) is something we are aware of and have agency over. Identity is about both belonging and differentiation, and we show both through actions and symbols which have meaning to others. Think of teen groups, such as punks and emos as examples.

How we prioritise the elements of our identity depends on the situation (place) we inhabit at any one time, and also where we are in our lives. Two personal examples are shown below, where I have listed some of the more important elements of my own identity in that time and place, in order of their priority at the time.

Some of these elements of identity are externally applied, such as manager, or woman, but others, which may be more important on a personal level, are internal parts of that identity (pregnant, in a relationship).

When applied to Jason Evans’ work Strictly, which was published in the journal I-D in 1991, things get very complicated. Evans was working at the time as a fashion photographer with Simon Foxton and took the typological series for a fashion magazine. The subject is black urban dandies, which is a very particular niche identity, where symbols (eclectic and daring clothing ensembles) are used to express a particular sense of style. I have no idea as to Evans’ ethnicity, but whether or not he is black, it seems highly likely that he has appropriated black dandyism as a means of fashion advertising. The images mix fashion photography with documentary photography in a topological style which has a (false) air of authenticity. Here, we have advertising using identity to both create and sell a certain style, which will apparently make one part of an exclusive group. A great marketing ploy. Fashion, big business and marketing are intrinsically linked in a way that makes people feel both individual and part of a group at the same time.

References

http://www.tate.org.uk/art/artworks/evans-foxton-no-title-p11786/text-summary

http://www.open.edu/openlearn/people-politics-law/politics-policy-people/sociology/understanding-identity

http://www.open.edu/openlearn/ocw/mod/oucontent/view.php?id=7152&printable=1

 

 

 

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