I had the privilege of attending an artist talk with Joel Sternfeld at the Albertina Museum, which is currently showing a major exhibition of his series “American Prospects”. Listening to Sternfeld was an enlightening opportunity to gain insights into his creative process and the inspirations behind his captivating large format work. It was a remarkable experience to hear him discuss his travels through the USA in the 1970s and 80s and his concept behind “American Prospects,” – an attempt to capture something that he felt was being lost.
Joel Sternfeld does not like to be in the limelight, he prefers not to give interviews because, as he said, he may be quoted on something that he later sees differently, and he does not like to be pinned down. But he tells very engaging stories about his life and his experiences of photographing with his large format camera. This allowed for high-resolution and meticulously detailed images, but the whole process was so expensive that he allowed himself on average only two photos a day on his road trip. That really is slow and deliberate photography! He knew what to wait for too.
Joel Sternfeld stands as a prominent figure within the New Color Photography movement, which ushered colour into the realm of artistic photography during the 1970s and 1980s in the USA. This movement represented a departure from the traditional aesthetics of black-and-white photography, with its emphasis on colour as a fundamental element of visual storytelling. Sternfeld’s work, along with other notable photographers like Stephen Shore and William Eggleston, played a pivotal role in reshaping the landscape of photography by emphasizing the power and significance of colour in visual narratives. Colour had of course been used previously, but photographers of the New Color movement aimed to utilize colour not merely as a medium for capturing reality but as a means to express their artistic vision. Their work was more about creating visual narratives and emotional depth through colour.
For numerous years, Sternfeld embarked on extensive journeys across the United States, assuming the role of a discerning observer. His objective was to capture the essence of the country and its inhabitants, revealing their quirks and contradictions in vivid detail.
Sternfeld’s ability to capture the extraordinary within the ordinary was even more striking when viewed in large prints on the white museum walls. The images from his cross-country journeys, steeped in vibrant colours and subtle details, painted a rich tapestry of American life and landscape. The juxtaposition of environmental and societal themes, as well as the often whimsical and thought-provoking scenes, make the exhibition an immersive and thought-provoking experience. There are so many details in these pictures, and the hues are composed in often subtle harmonies, one could spend hours looking.
His ambitious project, “American Prospects,” spanning from 1978 to 1986, places a profound emphasis on the intricate relationship between human beings and the American landscape, a landscape they themselves have significantly shaped. This series goes beyond mere documentation; it exposes a natural world vulnerable to economic exploitation and besieged by the ever-mounting ecological challenges. Moreover, the often whimsical everyday scenes captured by Sternfeld in this collection offer subtle insights into the sociopolitical fabric of that era.
Joel Sternfeld’s ability to weave visual narratives that resonate deeply with viewers is a testament to his talent as a photographer and storyteller. His work captures the world in all its complexity, revealing the beauty that can be found in the ordinary and the depth that can be uncovered in the seemingly mundane. His exploration of America and its people, his pioneering use of colour photography, and his commitment to addressing important societal and environmental issues have solidified his place as an influential figure in the world of contemporary photography.
Joel Sternfeld’s work, along with the New Color Movement, reminds us that the use of colour in photography is not just a technical choice but a profound artistic statement. It challenges us to see the world in a different light, to find the extraordinary in the ordinary, and to reflect on the pressing issues of our time. Together, they form an integral part of the enduring power of photography to tell stories that leave an indelible mark on our hearts and minds, shaping the way we perceive and interpret the world around us.
For anyone passionate about photography, art, or the exploration of American culture, the opportunity to witness Joel Sternfeld’s work firsthand is an invaluable and inspiring one. The exhibition at the Albertina Museum offers a profound glimpse into the heart of America and the evolution of colour photography as a powerful storytelling medium.
It is noteworthy that “American Prospects” is part of a significant donation to the Albertina Museum. As such, the current exhibition marks the first comprehensive display of these generously donated works.
Where:
Albertina Museum, 1010 Vienna
When:
September 27, 2023, until January 21, 2024.
EXHIBITION PHOTOS © KARIN SVADLENAK-GOMEZ
ViennaCultgram 
I had never heard of Joel Sternberg, Karin, thank you for introducing him and his art to me.
I’m fascinated by his photos. In our digital era, it’s difficult to imagine how to limit oneself to two photos a day! But that decision probably made him look at potential scenes very carefully.
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