© Ramona Rosales
While women account for 85% of consumer purchasing power, they are woefully underrepresented behind the camera, creating the images behind entertainment and advertising campaigns. Male photographers account for 90% of the commercial work – a disparity fueled by the “boys club” mentality that is out of step with the times.
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Photographer Jill Greenberg decided to address the issue head on with the creation of Alreadymade, an online directory of women photographers, which she launched in tandem with a TEDx Talk titled “The Female Lens.” Here, Greenberg shines a light on the gender gap in the photography industry and the ways in which it reshapes the way we see the world.
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“Here’s a dirty little secret about what photographers do: We make image propaganda!” Greenberg said in her talk. “So what happens when our views of the world are shaped by only a male lens? We are only getting the perspective, and biases of half the population. Almost every image we are surrounded by has been filtered through a man’s eyes, a man’s mind.”
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With Alreadymade, Greenberg has created a platform featuring the work of 49 women. The list will continue to expand, with the oversight of an advisory board that includes Carla Serrano, CEO of Publicis New York, Judith Puckett-Rinella, Photography Director at Entrepreneur, and Meg Handler, Editor at Large for Reading the Pictures.
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We caught up with Greenberg to discuss her vision for Alreadymade, and the significance of addressing gender parity in photography.
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