The series of photographs called Personals aims at investigating and playing with the phenomenon of self-advertisement - people who send images of themselves to magazines or Internet sites, in the hope of finding a suitable partner. It seems enough for a start to have a photograph, the 'right' and the most representative one, whether it was taken especially for the occasion or chosen among some long discarded family or holiday snaps. Now, every one is given a chance to be represented in the 'ideal light', at least in this artificial space of collective privacy.


The characters in these photographs are unprofessional actors who, by posing as if they are being photographed for their own personal ads, impersonate aspirants to 'happiness in love'. With a touch of humour, they symbolize various degrees of self-awareness, attractiveness and sexuality. The 'right' photograph points to the fact that the whole process of self-advertising is based primarily on visual appeal. Deliberate parodies, the portraits of these people are the result of the photographic fiction - fiction that creates a critical distance in order that, paradoxically, certain phenomena may be more accurately perceived.


Katarina Radovic