CONSUMERISM AND PHOTOGRAPHY - Brian Ulrich

CONSUMERISM AND PHOTOGRAPHY:

Brian Ulrich

"Brought to a point where the measure of the quality of our lives is 

based on how much we spend and how much time we have for leisure"

Born in 1971, American photographer Brian Ulrich has become recognised for his scrutiny of America's consumer culture. Taken from the latin word for 'plenty', Copia is Ulrich's 10 year in-depth photographic exploration of post 9/11 America, taking a crucial look into the equation of consumerism with patriotism. The series is split into three projects -

'Retail', photographed from 2001 to 2006 during which he anonymously documented middle class shoppers captivated by the abundance of goods found in big box stores and enclosed malls. He shot these images with a hand held camera in a 'hip-fire' fashion, with the viewfinder at waist level presumably to capture a more realistic impression. The outcome would have perhaps been a little different had the shoppers been aware Ulrich was photographing.

'Thrift', photographed from 2005 to 2008 focusing on American thrift stores which become the home for our discarded and unwanted goods yet they have become a popular shopping destination for an increasing number of the American population. Ulrich is considering the affects of our obsessive need to consume and soon after discard the commodities that advertisement and marketing brainwash us into desiring.

'Dark Stores', photographed from 2008 to 2011 features eerie images presenting the impact of the 2008 financial crisis advertised by the interiors and exteriors of 'Dark Stores', 'ghostboxes and 'dead malls' which are retail industry terms for emptied, vacant and dying retail stores, big-boxes and malls.

Copia: 'Retail' - Chicago, IL 2003.

The image above, Chicago, IL 2003 from the Retail project of Copia. Ulrich's composition splits the image into two with a female figure at the point of the perspective, between the divide, stood with her back to her empty trolley staring into the wall of products. The wide aperture captures the woman, her trolley and the selection of wines and cheeses she seems to be pondering over whilst the excess of other products and price tags illuminated by the fluorescent industrial lighting travel far into the distance beyond the point of focus.

The candid portrait shows an individual captured by the domination of consumerism and presents us with a still moment of mundane familiarity that encourages us to question the obvious complacency of consumer culture. Consider how the subject appears to be pondering over the decision of what wine and cheese to purchase, meanwhile she flaunts her gold jewellery and designer sunglasses as she interacts with her mobile phone presumably seeking a second opinion. These items of luxury with little significance in the grand scheme of things are where her attention is focused. Whilst caught up in the moment, she stands with her back to her empty trolley, almost as if she is unaware of its presence, too engrossed in the abundance of items that she can pick from. The image becomes powerful in its impact referencing how we have become so distracted by expensive unsustainable commodities that we are brainwashed into believing we need to spend hard earned money only to fund the riches of major corporations and business without any return.

Perhaps this is a dull way to depict the image but when you consider the intentions of the photographer, the signifiers are too obvious to ignore. Ulrich is presenting images not to manipulate but to compel you to take a second look and identify the peculiarities in these mundane scenarios.