Through The Looking Glass I

In her work Through The Looking Glass I, Anna Jocham reflects the male gaze in advertisement. Especially the male view of women and is interested in showing and questions the prevailing stereotypes in perception.

In her work Through The Looking Glass, Anna Jocham takes a look at the history of feminist photography and questions representations of women in advertising and film. The role models created, in particular the stereotypes of women, result from a male gaze. More men than women work in the high-end film and advertising industry and therefore determine the stereotypical image of women in the media. In her work, Jocham experiments with these stereotypical images. By manipulating or dismantling the visual structure of her digital found footage material, she tests the limits of the images' legibility. The flood of images as it appears in the projection is a metaphor for the social use of social networks, in which images are perceived but not scrutinised in their entirety.