--
African female optic: why stock still doesn t know women --
Fri, 27 May 2016 11:16
--
Yumna Patel, creative content manager at visual solutions provider, Greatstock, delves into the misrepresentation of African women in the stock image industry and how this issue should be tackled, starting with the African continent itself.
Working in the stock image industry means dealing with the most ground-breaking photographic work from African photographers across the continent. Unfortunately, it also means getting up-close-and-personal with the industry s shortfalls the unavoidable quandaries in African stock. And key amongst these is the flagrant misrepresentation of African women.
Problematic perceptions
There s a broader underlying philosophical problem in the sense that African women aren t afforded a representative identity in stock imagery. They re typecast in one of two ways: bare-chested victims surrounded by a flock of hunger-stricken children; or African-American, clad in pastel cardigans and smiling from the kitchen in a home that s quite clearly in Wisconsin.
This not only leaves African women misrepresented, but also sends a strong message to international media that we don t value the diversity that comes with locality. These women aren t Ghanaian, Somali or Tanzanian they re all from one country Africa . They dress the same and face exactly the same problems. If stock photography is used to tell stories so why is there only one narrative?
Are we delivering?
The second issue with the misrepresentation of African women in stock is the constant struggle to deliver what s required to the local and international media and agencies we work with, while still trying to push for authenticity. Media, brands and agencies continue to request and use the current African stock available, which begs the question: why is misrepresentation the norm?
A recent campaign on Instagram, #TheAfricaTheMediaNeverShowsYou is a clear example of how Africans themselves are acutely aware of the gaping hole in the visual representation of the continent. Users across Africa took to Instagram to fight what they call poverty porn and to showcase the inspirational people and places in their own countries.
Change is nigh
So the goal is clear: African women in stock need to be given the power and respect they deserve. They deserve to have their own style, their own context and their own complexities.
The means to achieving this goal are a little more complicated. But a good starting point is for stock libraries to source content from locals from the people who are viscerally aware of African realities. It means being inclusive, and not prescriptive, in sourcing new images and footage.
The best way to do this? Push for new and up-and-coming contributors who have a strong visual voice whether you re in advertising, publishing or media. Seek out imagery that s layered and nuanced. Subjectivity is necessary in this regard the closer the photographer is to the idea, the more likely it ll be interesting, with a powerful narrative, even though it s stock.
There should also be a constant feedback loop between client, agency and contributor. Let your suppliers know exactly what you want and don t compromise on authenticity.
Although there s a long way to go, there are stock agencies realising the importance of African contributors for African content. Realising the pitfalls in our own industry, Greatstock set out to shift the lens through the aFRIKA Collection. This library has a substantial (and growing) collection of photography by African photographers of African subject matter.
The problem in African stock won t be solved quickly or easily and it can t be solved by stock image agencies alone. Real change requires a fundamental shift not only in the content available, but in the perceptions of agencies, publishers, media and the public, when it comes to representing lived female African realities. It s all about finding a panoramic view of African potential.
By Yumna Patel, creative content manager at Greatstock.
Related Articles
-- --
-- --
-- Please enable JavaScript to view the comments powered by Disqus. comments powered by Disqus
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
06/05/2026
Polands Miecznik-class frigates are part of the largest contract in Polish shipbuilding history. (Image Credit: PGZ Stocznia Wojenna)...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Riedel Communications today announced the expansion of its leadership structure as part of a strategic initiative to strengthen both its operational management ...
06/05/2026
For nearly three decades, Veteran Production Sound Mixer and Five-time Emmy Award Winner Dirk Sciarrotta has helped define the sonic identity of the long-runnin...
06/05/2026
ZEISS CinCraft LensCore: Cinema Lens Looks for Compositing
Brie Clayton May 6, 2026
0 Comments
ZEISS announces the launch of CinCraft LensCore, a nove...
06/05/2026
Wisycom Solves Extreme RF Challenges Across Miles of Live Action for Gravity Med...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Narrative Entertainment has partnered with Encompass to deliver high-quality subtitling of its Great! network content using the Altitude Intelligence AI assiste...
06/05/2026
SipRadius, widely recognized for making content processing and connectivity secure and seamless, is proud to launch a dramatic new approach to AI content creati...
06/05/2026
When the broadband and media industry gathers at ANGA COM in Cologne from May 19 to 21, Big Blue Marble will be at the forefront. The international broadcast an...
06/05/2026
Cinegy GmbH, a leading developer of software-defined television technology, is proud to exhibit at MPTS for the first time. Visitors to the stand will discover ...
06/05/2026
Val Jeanty Receives 2026 Doris Duke Artist Award Jeanty, a composer, percussionist, and turntablist, is the fourth Berklee recipient of the prestigious award ...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
When live cycling races and international marathons stretch for miles across cities and countryside, there is no margin for RF failure in live broadcast. As Chi...
06/05/2026
Oberkochen/Germany, May 5, 2026
ZEISS announces the launch of CinCraft LensCore, a novel solution for creating physically based cinematic lens looks for visual...
06/05/2026
SAN JOSE, Calif. - May 6, 2026 - Harmonic (NASDAQ: HLIT) today announced its latest broadband innovations for ANGA COM 2026, highlighting its vision for a new e...
06/05/2026
Statement from Rupert Murdoch, Chairman Emeritus, Fox Corporation on Ted Turner&...
06/05/2026
Friday 8 May on RT One and RT Player
Meet the NSPCA team caring for and protecting animals in need in this six-part series
Fly on the wall, six-part series...
06/05/2026
The race to build the world's most powerful AI factories demands networking ...
06/05/2026
How changes to proteins can alter drug interactions for new precision therapies Scripps Research team maps how chemical modifications to proteins affect drug bi...
05/05/2026
Experts from the world of academia, tech, business, politics and media convened for a Thomson Talks at the Cambridge Disinformation Summit in April. It's th...
05/05/2026
Three phones were hardwired for power and transmission to the truck; camera feat...
05/05/2026
The creative studio behind campaigns for the NBA, Fanatics Sportsbook & Casino, ...
05/05/2026
Nielsen has announced results from a co-viewing pilot program covering February&...
05/05/2026
viztrick AiDi, an on-device AI solution developed by Nippon TV, delivered global...
05/05/2026
ARRI has announced Omnibar, a battery-powered, IP65-rated multi-color LED linear...
05/05/2026
Imagine Communications has announced that France T l visions is the first broadc...
05/05/2026
The Women's National Basketball Association (WNBA) and Bell Media today announced a multiyear agreement to broadcast and stream WNBA games in Canada beginni...
05/05/2026
SVG is proud to announce Warner Bros. Discovery's Techwood Studios in Atlant...
05/05/2026
With no operator required, AutoMic workflow automates talent identification on U...
05/05/2026
A crash in 2015 set the industry back, but this winter proved that drones are he...
05/05/2026
Another year, and more proof that Asia continues to shape some of the world's most exciting new sounds. This year's RADAR artists draw from deep local r...
05/05/2026
The Austin City Limits Music Fest 2026 lineup just dropped, and this year, Spoti...
05/05/2026
New drum machine book campaign incoming
Bjooks have announced that during Superbooth 2026, they will be launching a Kickstarter campaign to fund the product...
05/05/2026
Flagship all-in-one production bundle updated
The latest version of Native Instruments' flagship virtual instrument and plug-in bundle has just been ann...
05/05/2026
Rohde & Schwarz to host RF Testing Innovations Forum 2026, helping design engine...
05/05/2026
L3Harris provides communications, electronic warfare, sensors and mission systems that enable Virginia-class submarine crews to operate with confidence in conte...
05/05/2026
The company grew by 7.6% in net revenue and 16.3% in EBITDA, achieving a 33% inc...
05/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
05/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
05/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
-- 
