Local Image Sourcing – the Ethical Option
A new agency has been established to enable image buyers purchase pictures taken by local photographers.
Research has shown that over 90% of images we see of the developing world in the travel industry’s brochures and publicity are taken by white, European and American photographers. “What many people don’t realise, image buyers from the travel industry included, is that there are local photographers who could do this work” says Rebecca Narracot of Kijivision. “Yet they are marginalised and excluded from the global image market due to barriers they face. These include difficulties in accessing markets and lack of understanding as to their true expertise”. Despite evidence to the contrary, the director of a leading Western photographic agency was even quoted as saying “But they don’t have the eye.”
Many people who buy images for travel literature are aware of this situation, but have felt powerless to change the situation. Yet now there is something that can be done to support local talent whilst at the same time taking a stand for responsible and ethical tourism. KijijiVision World Photography is a campaigning organisation which, in collaboration with developing world picture agencies, has launched Majorityworld.com. This is the world’s first web-based image library dedicated to showcasing photographic talent emerging from the developing world (or majority world as it is increasingly being called.) The aim is twofold: to help indigenous photographers improve living standards by selling their photographs globally and to make it easier for image buyers and the general public worldwide to access their work. Local photographers are in a strong position to present an authentic, balanced view. Not only are they of the culture and know the people, but they speak the language and have an innate understanding of local context.
By signing up with majority world.com, everybody involved appears to benefit. On one side, photographers receive an overall financial and support package far better than they could get from a conventional photo agency and their livelihoods will be considerably improved. And on the other side, by buyers sourcing images from majority world.com, they will be increasing the kudos of their company by promoting ‘fairly traded photography’. The use of local resources, such as locally run ground operators and the service of local communities have become commonplace within the industry, so it seems logical to extend this to the use of locally sourced photography. The travel industry can make a huge difference by incorporating this issue into its CSR policies and by supporting the fresh photographic talent that is emerging from the developing world. Local sourcing of images is another small step towards socially responsible tourism. Maybe it’s time to let the people of the majority world speak for themselves.
Valere Tjolle
Valere
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