Stock photography is a common means of providing visual content brochures, magazines, advertisements, etc. in order to enhance a textual point and engage viewers. The advantage of stock photography is that it is less expensive than a photo shoot, and it is instantly available through a number of vendors such as Getty Images and Corbis Images. For more stock photo options, check out the finding and using images subject guide.
Recently, Leanin.org and Getty images have announced a collaboration aimed at changing the way women are portrayed in stock photography. Sheryl Sandberg, Facebook executive and author of “Lean In,” is hoping that providing an image collection depicting alternative views of women and families will undermine current stereotypes.
“When we see images of women and girls and men, they often fall into the stereotypes that we’re trying to overcome, and you can’t be what you can’t see,” Ms. Sandberg said in an interview (Miller 2014). As described in Miller’s article, Sandberg is referencing the stereotypes of women multitasking with briefcases and babies, wearing dated “power suits,” or cheerfully attending to children. The Lean In collection features women as “surgeons, painters, bakers, soldiers, and hunters. There are girls riding skateboards, women lifting weights and fathers changing babies’ diapers. Women in offices wear contemporary clothes and hairstyles and hold tablets or smartphones” (Miller 2014). Sandberg is not alone in recognizing stereotypes prevalent in stock photography; Emily Shornick and Edith Zimmerman have pulled together stock photography memes such as women laughing alone with salad.
“The initiative is particularly important right now, said Jonathan Klein, co-founder and chief executive of Getty, because of the surge of image-based communication that has arisen from smartphone cameras and sites and apps like Pinterest and Instagram. Imagery has become the communication medium of this generation, and that really means how people are portrayed visually is going to have more influence on how people are seen and perceived than anything else,” Mr. Klein said” (Miller 2014).
With three of the most searched terms in Getty’s database being “women,” “business,” and “families,” this new collection of 2,500 images will quickly become relevant. Getty subscribers can search for relevant terms and see these images alongside the current collection, or they can specifically search Getty’s Lean In collection.
Miller, Claire Cain. (2013, February 9). Leanin.org and Getty aim to change women’s portrayal in stock photos. New York Times. Retrieved from http://www.nytimes.com/2014/02/10/business/leaninorg-and-getty-aim-to-change-womens-portrayal-in-stock-photos.html?_r=0