THE VERNACULAR EYE
What is vernacular photography? Vernacular imagery often encompasses
pictures by lesser-known or amateur makers, including itinerant
photographers, studio practitioners, and press photographers, many of
whom work outside the scope of fine art practice: evocative snapshots by
hobbyists, accomplished commercial portraiture and product imagery;
iconic news pictures; intimate occupational photographs (including
tintypes); humorous travel or souvenir images (as well as albums); and fun
family photo albums are associated with the genre. In addition, three-
dimensional decorative or functional photo objects described as “pop
photographica,” also make an appearance. Our purpose is not to define
the genre, but to present a range of thought-provoking pictures and
objects that contribute to this ongoing and important dialog. As a result,
Swann’s inaugural sale casts a wide net.
Pioneering private and contemporary collectors have positioned this
material as an exciting and expansive approach to the field of
photography. Swann pays homage to the collectors, photographers and
curators who are continuing a discussion that was initiated in the 1970s,
when the marketplace for photography first emerged. Visionaries like Sam
Wagstaff and John Szarkowski understood that photography is not a
single, unilateral modality, but a hybrid form that continues to evolve and
reinvent itself, reflecting cultural and popular currents. They envisioned a
medium encompassing photography’s many brilliant facets, and staked
their reputations on the fact that, while collecting examples of fine art
photography is a serious, rewarding endeavor, the art of appreciating all
kinds of imagery is what distinguishes a true connoisseur.
