Share, Like and Subscribe 

Share, Like and Subscribe takes a critical approach to the modern photographic archive. It explores the impacts of Web 2.0 and new media on the content we photograph and the way we photograph it. 

The shift from analogue to digital has brought about change in the usage, circulation and communication of photographs as well as the ways they are produced. The era of web 2.0 was coined with the explosion of online communities and user generated content. While this made it easier than ever before to have one’s work connect with many people, it has also led to “docile citizens” as Levi Strauss writes, that “spend less time on analysis, critical thinking and real socializing”.  

The way ‘popular’ landscapes are photographed is lacking in originality, creativity and depth. In his essay, Click Here to Disappear, Levi Strauss states “it seems as if it is possible to make images as unconsciously as one consumes them”. The vast number of images we see online are, at their core, replications of each other. We observe a recent rise in the cultural phenomena of idolization of ‘influencers’ and lifestyle. In idolizing the individual, we often unconsciously fall prey to their ideologies and lose our sense of self and ultimately, our identity.  

While acknowledging the part it plays in the cycle of repetition and influence, Share, Like and Subscribe aims to comment on the absurdity of the modern photographic environment. Photography is no longer a tool used primarily for expression or communication but now masks as a device to manipulate and make products out of users. The saying ‘if a service is free, you are the product’ is now more true than ever before. 

Michael McGee 

Wellington South Coast + Mitre Peak, Milford Sound

Wellington South Coast + Mitre Peak, Milford Sound

Skerrets Creek, Remutaka Range, Wellington + Wanaka Tree

Skerrets Creek, Remutaka Range, Wellington + Wanaka Tree

Clouds over Cook Straight from Opau Bay + Skógafoss Waterfall, Iceland

Clouds over Cook Straight from Opau Bay + Skógafoss Waterfall, Iceland