I had a mixed response to the Christopher Williams show at MoMA. On one hand, it was a bit of a fuck you to the audience since a lot of it felt like an in-joke that most people won’t get.* At the same time for me it felt like an exhibition which worked really well with Gober. Many of the photos were a little bit surreal or odd. And the whole show played with converting non-art objects to art objects.
*Not the biggest fuck you I’ve received in a Museum exhibition. That honor is still held by Santiago Sierra who, while I get what he was doing, still produced an exhibition that blew off anyone who attended it in favor of the statement that he was making.
In Williams’s case, he’s playing with the concepts behind stock and “professional” photography—bringing photographic muzak into the museum by suggesting alternate readings of the image and revealing some of the artifice in how it was produced. The alternate readings are obscure and stretched and, to my mind, not even that important. I’ve worked in printing, production, and design long enough to understand how everyone includes in-jokes in the process—the more obscure the joke the better so as no one else will notice. That we know he’s winking or enjoying a self-satisfied giggle here is enough for me even though I can totally understand how other people would be upset by this.
Revealing the artifice behind the stock photos is more interesting to me anyway. That so many of them feel a little off makes us question our expectations and points out how much of this photographic language we’ve absorbed even though this kind of photography is universally unmemorable.* Getting into and figuring out why they feel off though is almost impossible. They’re not off in a bad or incompetent way, they’re just somehow less commercial than we expect even while looking completely professional. Some of this is definitely because they’re in a museum rather than a magazine ad. But a lot of it is based on our collective snap judgements against a standard of professionalism that we can’t even articulate.
*It’s interesting to compare Williams to what people are currently calling Hipster Photography. Hipster photography appears to ape the unmemorable product consumption images only without being about the product. Williams makes the product more explicit but tweaks the delivery so it isn’t as unmemorable.
This isn’t “that’s not art” kind of art because it’s giant or made from expensive materials or being trangressive and saying “yes this is art.” Instead Williams directly triggers our “that’s not art” reflex only to have us immediately realize that we may jumped to that conclusion too quickly. I love this kind of category blurring.
I also love all his photos which intentionally include production elements in the frame. I’m a backstager by heart who tends to sympathize with all the unseen stuff that goes into making anything. It’s very easy to forget or be ignorant about all that process so any artist who tweaks the ideas of what belongs offstage* is okay by me.
*For example, Baz Luhrmann’s stage direction.