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'Harried Mom' Becomes Dynamic Woman In These Stock Images

Posted by on Feb. 14, 2014 at 12:03 PM
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1 mom liked this

'Harried Mom' Becomes Dynamic Woman In These Stock Images

This week Getty Images teamed up with LeanIn.org, the nonprofit foundation of Facebook's Sheryl Sandberg, to release a new collection of stock photos. There are about 2,500 new images of modern women and families.

Getty Images wanted its photos of working women to be more subtle than older stock images have been.

Tooga/Getty Images

Getty's director of visual trends, Pamela Grossman, says that with women as the primary users of social media, it was time for a different kind of representation in media and advertising.

"Virtually every conversation I've been having at least for the last three years has been our clients asking for these much more authentic images that don't feel posed or staged or contrived in any way, but that actually feel much more relatable," she tells NPR's Renee Montagne.

Grossman says the new stock photos update an otherwise stereotypical repository.

"I think there's been a lot of women in power suits with boxing gloves or women in stiletto heels stepping on men," she says, "and that's definitely the kind of work that we are aggressively shifting away from."

The new version of a woman multitasking, Grossman says, "would be somebody who maybe has her arms filled with certainly a tablet or some kind of creative plans and then she's also engaged in a conversation. Certainly she still looks busy, but it's a little bit more subtle of a visual read."

The Lean In Collection includes powerful female athletes and women in tech. It also features different representations of "Mom."

Getty's new collection of stock images of women and families veers away from the "overworked mom" stereotype.

Cavan Images/Getty Images

"The older model would be that ... the mother looked incredibly harried, and she would be juggling a dinner plate in one hand and a baby in the other," Grossman says. "Sometimes even more arms would be Photoshopped onto her to show just how indeed she was juggling it all."

She says the updated pictures of motherhood are more dynamic.

"They seem interesting. They seem like they have more goi

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by on Feb. 14, 2014 at 12:03 PM
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krysstizzle
by on Feb. 14, 2014 at 12:13 PM

I saw this on buzzfeed and they had a lot of different photos there. I like them, I think they did a good job at curating interesting images, and really got what they were going for, imo. 

Here's the link: http://www.buzzfeed.com/ashleyperez/stock-photos-that-hope-to-change-the-way-we-look-at-women

NWP
by guerrilla girl on Feb. 14, 2014 at 12:15 PM

Thank you for providing the link. I wanted to see more!

Quoting krysstizzle:

I saw this on buzzfeed and they had a lot of different photos there. I like them, I think they did a good job at curating interesting images, and really got what they were going for, imo. 

Here's the link: http://www.buzzfeed.com/ashleyperez/stock-photos-that-hope-to-change-the-way-we-look-at-women


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MsDenuninani
by A.Ham on Feb. 14, 2014 at 12:27 PM

That's cool.

NWP
by guerrilla girl on Feb. 14, 2014 at 12:31 PM


2,863,684
TOTAL VIEWS

6.5XSOCIAL LIFT

STATS

44 Stock Photos That Hope To Change The Way We Look At Women

Who run the world? Girls.posted on 

Tara Moore / Getty Images

Getty Images launched the “Lean In Collection” Monday in partnership withLeanIn.org, featuring more than 2,500 photos of female leadership in contemporary work and life.

The project began when Pam Grossman, director of visual trends at Getty Images, commissioned a study that would track the changes in the representation of girls and women in the media. The study turned into a presentation that Grossman later shared with Sheryl Sandberg and the Lean In team at Facebook Headquarters in Palo Alto, Calif., last fall.

“This is such a big passion project for all of us, and cheesy as it sounds, by showing people powerful images of women, we thought maybe we could actually change the world,” Grossman told BuzzFeed.

Tony Anderson / Taxi / Getty Images

According to Grossman, everyone at Getty Images has been “utterly supportive,” though the process of curating the collection was not without its fair share of debate. The curation team consisted of Grossman, Jessica Bennett, a contributing editor at LeanIn.org, and two other Getty Images art directors (one male and one female).

The editors were especially attuned to a viewer’s perception of the women in the photos. “The most important thing for us is that you felt like the woman had agency, not like the image was happening to her, but she was the protagonist of her own story — they all should feel like the hero of their image,” Grossman said.

In addition, “we paid careful attention to make sure the images were diverse, not just in terms of race, but also in age, family situation, and career,” said Bennett. Notably, the collection also features men actively participating in what may be seen as nontraditional male roles.

Grossman said she hopes to continue adding images to the project each month.

“My hope is that internally our photographers will see these stories and it will inspire them to create even more [positive images of women],” she said.

Hero Images / Getty Images

Thomas Barwick / Iconica / Getty Images

Stephen Zeigler / Stone / Getty Images


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by guerrilla girl on Feb. 14, 2014 at 12:32 PM

Cavan Images / Stone / Getty Images

Tooga / Stone / Getty Images

Cavan Images / Getty Images

Cavan Images / Getty Images

Harry Hook / Stone / Getty Images

Catherine Ledner / Photonica / Getty Images

Michael H / Digital Vision / Getty Images

Cavan Images / The Image Bank / Getty Images

Cavan Images / Iconica / Getty Images

Niels Busch / The Image Bank / Getty Images

Gary John Norman / Taxi / Getty Images

 

Cavan Images / The Image Bank / Getty Images

Thomas Barwick / Iconica / Getty Images

Gary Houlder / Taxi / Getty Images

Sam Diephuis / The Image Bank / Getty Images

Cavan Images / Getty Images

Klaus Vedfelt / Iconica / Getty Images

MoMo Productions / Iconica / Getty Images

NWP
by guerrilla girl on Feb. 14, 2014 at 12:32 PM

LWA / Stone / Getty Images

Betsie Van Der Meer / Getty Images

Yellow Dog Productions / Getty Images

Cavan Images / Getty Images

Thomas Barwick / Getty Images

Cavan Images / Getty Images

Zero Creatives / Cultura / Getty Images

Compassionate Eye / Getty Images

Oli Kellett / Getty Images

Thomas Barwick / Getty Images

Cavan Images / Getty Images

Carlo A / Getty Images

Betsie Van Der Meer / Getty Images

Thomas Barwick / Getty Images

R. Nelson / Flikr Select / Getty Images

Tooga / Getty Images

Carvan Images / Getty Images

Thomas Barwick / Getty Images

Christopher Malcolm / Getty Images

Cavan Images / Getty Images

For more you can view the entire Lean In Collectionhere.

NWP
by guerrilla girl on Feb. 14, 2014 at 12:33 PM

I love the girl in the tutu with the basket ball. That's just like my 4 yo LOL

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