Male-centric and whitewashed: major photography brands Fuji, Canon and Kodak scramble to diversify following criticism




Pro-diversity campaigns have prompted digital camera producers to publicly pledge to interrupt from their advertising and marketing methods
Photo: Toàn Lê / Pixabay

Fuji, Canon and Kodak have every pledged to help extra various photographers after receiving a barrage of criticism from activists over their allegedly male-centric and whitewashed ambassador programmes and Instagram accounts.

Separate however interlinked pro-diversity campaigns have prompted every digital camera producer to publicly pledge to interrupt from tried and examined advertising and marketing methods. They will now search to actively platform and promote various creatives, they are saying.

The British photographer Izzie Farr drove a marketing campaign in opposition to Kodak’s Instagram web page, which, Farr mentioned, “currently does little to amplify the work of women and gender minority groups, and clearly lacks in diversity of race and ethnicity”.

Farr famous a current analysis examine by 1854 Media, writer of the British Journal of Photography journal, which discovered “globally, 70 to 80 per cent of photography students are women—yet they account for only 13 to 15 per cent of professional photographers”.

“Kodak’s page was propping up this status quo,” Farr wrote in an open letter. Her marketing campaign garnered a major response inside pictures circles, prompting a Kodak spokesperson to e-mail Farr to say the corporate would overview future content material plans and “intends to celebrate the entire film photographic community”.

Canon has additionally been rocked by extreme criticism for publishing a advertising and marketing marketing campaign devoid of various creatives. In July, Canon Philippines revealed its 2021 model ambassadors—an inventory of 11 male photographers—and it obtained a wave of criticism for failing to incorporate any girl or LGBTQ photographers within the lineup.

Filipino photojournalist Jilson Tiu determined to withdraw as one of many model ambassadors of Canon Philippines. “I don’t want to be an ambassador to a brand that doesn’t align with my principles,” Tiu said on his Facebook web page, calling on Canon to apologise publicly.

Canon responded with an announcement pledging to help photographic creators “regardless of gender, culture, customs, language or race”.

The British photographer Ben Roberts has additionally spent the final 12 months pressuring Fuji to overview its UK ambassador programme, which at present includes of a roster of 14 photographers, of which 13 are white and 9 are white males.


Fuji’s present checklist of UK ambassadors programme, which has been criticised for together with predominantly white and male photographers

In August 2020, Fujifilm UK responded to Roberts saying they’re “close to announcing our newly updated collaboration site” and are within the strategy of “reaching out to photographers in order to initiate this process”. Roberts notes the collaboration web site has but to come back to fruition, a 12 months later.





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