Bernd and Hilla Becher
The Bechers‘ are the leading proponents of the objective school photography. Their purpose has always been to make the clearest possible photographs of industrial structures. The Bechers' goal is to create photographs that are concentrated on the structures themselves and not qualified by subjective interpretations. The Bechers make their photographs using similar lighting conditions,, camera position, and without dramatic skies or deep shadows. Their contention is that through these technical procedures the photographs objectively represent these architectural structures. Barthes might describe them as non-coded images. However, the artists also exhibit their photographs in groups according to type. From a distance we get a mass of objects , yet close up they we can see variations between these families of objects.
Dan Graham
The typologies created by Bernd and Hilla Becher, which set out structural variations between
different kinds of objects have been linked with a photoconceptualism. Practitioners such as Dan
Graham, Ed Ruscha, Douglas Heubler and Joseth Kosuth. These artists deskilled photography, and
removed all trace of manual process or subjective decision making from the photographic
process. Graham used instant cameras enabling the mechanical limitations of his tools
show in the final outcomes. In 1966 he presented a photo essay called “Homes in America”.
Graham took the coding systems, and serial repetitions that characterised minimalist sculpture
and applied, and used them to examine repetitive organisation of domestic architecture.
Ed Ruscha
Photoconceptualism presented serialised traces of objects, contexts, behaviours and interactions
in order to make visible the complexity of public space, and social interaction. Ed Ruscha made
books that recorded repeated objects along a given route. In Twenty-six Gas Stations he recorded
every gas station he encountered in a trip from Oklahoma City to Los Angeles. He employed the
same exhaustive impulse for Every Building on Sunset Strip (1966). Ruscha photographed each
building at noon in order to wash out the images making the street appear like a hollywood
movie set. The repetitive structures that comprise Ruscha’s books showing a world depleted of
difference.
Thomas Demand
Each of Thomas Demand’s photographs is one or more steps removed from reality, creating
tension between the fabricated and the real. He begins with a pre-existing photograph of an
actual location culled from the mass media. While his large-scale photographs resemble these mass
media images, they actually show three-dimensional, life-sized models made from cardboard and
paper that Demand builds in his studio solely for the purpose of being photographed. Demand
knowingly uses the traditional role of photography as a faithful transcriber of the world to throw his
subject’s artificiality into doubt. This confounding of references is such that the very idea of an original
recedes completely.