When corporations come to define the visual politics of gender

Abstract

Abstract While stock photographs have come to saturate media and have been mocked for their clichéd nature, for example where women are pictured laughing alone with salad, a powerful corporation like Getty Images that disseminates commercial imagery globally has sought to challenge these stereotypes by making more politicized images. This article examines one such case, that is, Getty’s Genderblend visual trend, which claims to portray gender identities and relations in ways that are both more inclusive and diverse, harnessing feminist theory as part of its promotion. Taking a multimodal discourse and visual design approach, the article looks at how corporate imagery can be styled as political and, in turn, how a politics of difference itself is shaped in the interests of the ideologies of consumer capitalism.