The Seven Basic Propositions

Clare Strand’s The Seven Basic Propositions is a digital project inspired by, and utilising, the tag lines of 1950s Kodak magazine advertisements. These Propositions point to the early excitement about the possibilities for photography as a mass participatory medium. But when removed from their original context and time, and used to drive Google image searches they take on a different meaning, pointing out the proliferation of photography into every area of our lives.

The advertising statements are unequivocal and definite. The Seven Basic Propositions project however, consciously and playfully reveals the end-point of this promise and reports that, when everything is recorded and made available to everybody, nothing is really unique or individual, and certainly nothing about photography is definite.

Gordon MacDonald (Editor, Photoworks magazine)

Launch The Seven Basic Propositions
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