Our knowledge of the world, as well as the views we develop of other countries, cultures and situations are highly influenced by the media. It is the media that decide which issues we discuss – events and countries ignored by the press are often also far from our conscious awareness.

We seldom contemplate the impact that journalism has on our worldview.  How often do we consider a journalist’s political stance while reading his/her article? Are we ever aware of the precise intentions a reporter has while presenting us with an image?  Journalism is dominated by a Eurocentric view of the world, while journalists rarely come from the country on which they are reporting.

But what would happen if those not involved in the conventional procedure of news-making were able to express themselves?  What if they became “reporters of their own reality”? How would the issues they raise differ from what we are taught by the radio, press and television?  Which topics would they call attention to?  What priorities would they have?

The aim of the organisation "ipsum", founded in 2003, is to create an alternative to stereotype media reporting.

„ipsum?“

The Latin word « ipsum » means « the self » - all our activities are based on the following concept:

Ipsum encourages people to express themselves through pictures and to show these to the public at large.

Reflecting on these images and their content can make other perspectives accessible and broadens the beholders personal worldview. This makes it possible to question preconceived opinions and attitudes developed unconsciously and due to exterior influences.
Ipsum acts in the domains of culture , dialogue,  education and development.

All initiatives are characterized by two aspects: Self-expression and exchange with others – beyond cultural, political, linguistic, religious and geographical borders.

All projects implemented since 2003 share one assumption:

A fair and conscious approach towards photography enables the fair trade of photos while generating an intercultural dialogue inspired by the images..

3 Pillars of ipsum

Conscious Approach towards Pictures and Photography

ipsum is dedicated to a specific genre of photographic work: everyday photography.  It aims at dealing with everyday life consciously and on different levels. Stories behind the pictures are sought for; the photographers’ intentions are reflected upon and considered in the process of “reading pictures”.

ipsum attempts to stimulate a conscious approach towards photography on two levels: by people who approach their own everyday life through the camera and by people who decide to take a look at pictures of the “others” and to reflect upon them. By reading, exchanging and discussing everyday photography, a dialogue is established. This process enhances reflection.

Dialogue in Pictures:

ipsum strives to establish a dialogue without words in order to overcome linguistic, social, geographical and temporal distances.  Photography becomes a bridge across which stories can be exchanged, discussed and critically analyzed. Dialogue not only arises between groups within the same society, it also overcomes social and geographic barriers.

Fair Handling of Pictures and Photography:

In the fields of politics, economy, art and culture, a common problem appears: Who is representing whom, in what way and with what intention?

By investigating this question in the domain of photography, we encounter certain aspects that create an imbalance. Photography is not equally accessible to everyone. Few decide what many will see. Photography is often used in an irresponsible manner. Copyrights are infringed upon; photographs are diverted from their intended use and put into a wrongful context.

Ipsum draws attention to this imbalance and deals with it critically, striving to create alternative possibilities such as the following:

• Photographers at ipsum are primarily individuals who, for various reasons (financial, political, religious or social), do not have access to any means of representation.  They live in regions regularly documented by the media.

• The focus lies on the photograph. Comments are avoided unless written by the photographers themselves.

• The use of photographs for political purposes is prohibited.  The usage of photographs outside of the ipsum context is determined by the photographers.

• The photographer decides on the content of the picture. No restrictions are made by the ipsum team, with one exception: Should the photographers unknowingly choose subject matter that may put them in danger, that topic is thoroughly discussed and risks are estimated beforehand.

• The copyrights remain with the authors. With their permission, photographs are published on the ipsum website and in exhibitions.

5 Targets

ipsum encourages people in countries of the North and South to tell their own stories

Everyday photography becomes the medium of expression in ipsum workshops, where individuals are encouraged to observe their personal surroundings through the lens of a camera.

During a workshop period of four to eight weeks, ipsum offers the opportunity to explore photography on a simple technical level, focusing on the use of the camera as a means of expression.
For the duration of the workshop, the topics chosen by the participants are fundamental to the learning process. They make their choice of topics individually and decide how to convey stories through pictures.

ipsum addresses itself to people in different countries and living conditions.  To date, the majority of those who have been involved in ipsum activities come from regions in crisis that are regularly presented by the media, such as Angola, Pakistan and Afghanistan.

Nonetheless, ipsum activities are equally necessary and established in so-called “first world” countries (e.g. Austria).  The need to tell one’s personal story is universal.

By “countries of the north and south”, ipsum defines all countries in which photography is employed in daily life and can be extended to become a global means of communication.

ipsum elicits insights into different realities and ways of life

Even when interrupted by abnormal circumstances (such as war), the concept of “everyday life” remains.  Pictures allow the diversity of such manifestations of daily realities to be shown and considered.

People occupied with their own everyday life rarely make the attempt to look beyond what is familiar and to find a reason to step outside of idiosyncratic concerns. Questions such as “Why should I?” or “Don’t we have enough to do with ourselves?” are bound to arise.

For ipsum, dealing with these perspectives represents a challenge to learn, to become aware of different possibilities of perception and thereby enhance reflection on the individual’s situation.

ipsum broadens perspectives within global photography reporting.

The possibility of broader perspectives is increased when those who are normally portrayed as subjects by the media become the producers. Having been deprived from creating pictures due to their economical, social or political situation, they now enrich our world with images.

Everyday photography and its accessibility to the public may not represent an obstacle in “rich” countries. Until now the perspectives of people from “poor” countries, however, have not been sufficiently established in the public consciousness.

ipsum discusses and promotes fair and conscious Handling of pictures.

A crucial topic of discussion stems from the question of how photography is exploited, as well as how it can be used as a tool of exploitation. Why do we mention fair trade when talking about bananas and not when we talk about pictures?

ipsum reflects on these questions on different levels:

• in workshop groups with the photographers
• among photographers and the local and international public at exhibitions
• among visitors at local and international exhibitions
• in seminars
• on the internet (www.ipsum.at)

ipsum aims at a fair trade with pictures.

It is essential for ipsum to discuss the topic of copyright with the participants to ensure that their rights of property and reproduction are recognized.

The images are only published on the ipsum website and at ipsum exhibitions in Europe with the consent of each photographer.  If a picture is purchased, the proceeds are forwarded to the photographer. If the photographers wish to do so, they can sell their pictures and support future ipsum-projects with the proceeds.

Implementation

Picture Production – ipsum Workshops

At the beginning of every ipsum workshop, the participants familiarize themselves with photography on a practical level. Basic technical skills are acquired with the aim of making the camera accessible as a tool of self-expression. The principle of all workshops is that they be simple and portable. The participants have the freedom and independence to choose their own topics and follow their own creative paths.

As they search for personally relevant topics, the participants perceive their surroundings in a more conscious way, shedding light on aspects that would otherwise have remained unnoticed. The commonplace appears in a new light. Beyond individual work, exchange is also important. In the group, results are discussed and analyzed together. Participants as well as workshop conductors are involved in a process that alters perception and enhances and sharpens awareness.

At the end of the workshops, the participants decide whether or not they wish to present their work. It is an essential part of every workshop to discuss the meaning of “copyright” as well as the photographer's right to manage their pictures themselves and to protect them.

Public presentation of their images not only provides the participants with the knowledge of how to plan and organize an exhibition, it also provides the possibility for their pictures to come into contact with the public.  Thus, they are able to observe the reactions provoked by their pictures and to obtain important feedback for their future artistic endeavours.

Presentation and reception of pictures

Who represents whom, in which way and with which intention?

Those who present pictures usually have no direct contact with the photographers nor with the pictures’ recipients. In the presentations, ipsum establishes contact between the creators of the pictures and those who see and read the pictures later on.

Presentations take place at the location of the respective ipsum exhibition as well as in Austria. They provide the public with insight into the broad and diverse world of images created by workshop participants. Active and conscious reflection is made possible through exhibitions in Austria, where pictures from the respective workshops are presented, through seminars for young people and adults, activities in public spaces (posters and interviews) and via the internet (www.ipsum.at).