Living in a culture where every inch of our public space — both off and online — are crowded with images, it can be easy to assume we’ve become immune to their seductive messages. Instead, designer and filmmaker Sergio Toporek argues that the opposite is true.
At a recent CreativeMornings event in Vancouver, Toporek challenged members of the audience to question their assumptions about the power of images in their environments.
“Ancient cultures were very cautious about how they use representation. Today people believe themselves to be immune to their power but that belief actually makes us more vulnerable to representations.”
With two decades of experience working with images, Toporek’s latest project, an animated documentary called Beware of Images, aims to both engage and educate audiences about how images are produced and why they can spark emotional reactions — like the recent response to the Kony 2012 campaign.
Lessons from the Kony 2012 campaign
“Images by default are a very polarizing medium. You can’t embed all the nuance that you can with text,” Toporek said, citing the controversial campaign in an interview at the W2 Media Cafe.
“More and more activist groups are starting to catch up to where marketers have been, creating sophisticated campaigns, sophisticated imagery. In one way, I really like it because I think they are reaching more people-but I also have mixed feelings about it. I’m kind of getting tired of quick call to actions that provide no context.”
So what’s the answer for groups looking to produce their own viral video garnering as much attention as Kony 2012 attracted, but yet having more staying power and impact? Providing context to the imagery by developing a parallel strategy to video campaigns — one that is about serious, contextual education is important, Toporek advises.
Beware of Images to be released in 2013
With 15 chapters canvassing the history of visual communications from a variety of perspectives, itappears certain there will be no shortage of context in Beware of Images. But, of course, the documentary, set to be released in 2013, is also set to be filled with beautiful imagery envisioned and designed by Toporek himself, and so Toporek trusts viewers will approach it with a critical and open eye.
Despite Toporek’s uneasiness about calls to action — his documentary has one of its own: stop paying attention.
“Be aware that people value your attention, whether it’s Facebook, Disney or Google. We give our attention freely, and it is being used and monetized for the benefit of others.”
Read more about Beware of Images on the website and Facebook page.
Watch the video of Sergio Toporek’s CreativeMornings talk here:
Support rabble today!
We’re so glad you stopped by! Thanks for consuming rabble content this year.
rabble.ca is 100% reader and donor funded, so as an avid reader of our content, we hope you will consider gifting rabble with a donation during our summer fundraiser today.
Whether it be a one-time donation or a small monthly contribution, your support is critical to keep rabble writers producing the work you’ve come to rely on as a part of a healthy media diet.
Whether it be a one-time donation or a small monthly contribution, your support is critical to keep rabble writers producing the work you’ve come to rely on as a part of a healthy media diet.
Become a rabble rouser — donate to rabble.ca today.
Nick Seebruch, editor
