Adam Hinton – Lovin’ It

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Adam Hinton’s book ‘Lovin’ it’ initially caught my attention because of the book title. The iconic McDonalds catchphrase paired with the city lights instantly made me think about consumerism and advertising. The book is Hinton’s exploration of Shanghai, China. His work aims to comment on the drastic social changes occurring in Japan during 2004-2007 when these images were taken. Whilst acknowledging the benefits of technology and consumerist culture Hinton looks at how the speed of change is having a darker effect on Shanghai.

Some images are even paired with quotations from communist leader Mao Zedong. Who’s government rule led to the death of millions of citizens. Hinton uses these quotes to relate to China’s current situation to that of Hinton’s ruling. All the sudden drastic changes mean people and places get left behind.

The other aspect that drew me to this book is the styling. There is something quite surreal about the use of night/ twilight. Maybe it stems from the relationship between the content and the primary lighting coming from technology. I have explored this before in my series Digital Rest. Technology as a lighting source fascinates me, especially when it’s relative to the content.

“The neon lights from the shops and adverts produce this surreal manufactured environment which creates this feeling of hyper-reality.”
– A quote from An interview with photographer Adam Hinton by Nigel Warburton.

Hinton also explains how the lighting creates a hyper-reality, one of the key themes in my work, and from this book I can see that surreal nature that first drew me to the book does have an alternate/hyper reality feel to it. The use of night time and twilight paired with advertising lighting is something I need to explore more. Maybe through work that has nothing to do with consumerism. Detach the content and focus on how the styling effects the sincerity of the image.

In another interview Hinton talks more specifically about the consumerist influence of the project. You can read the full interview here.

 

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