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Scale is one of the most central and neglected issues of photography theory. For almost a
century, the key feature of the medium was thought to be reproducibility, and, following
Walter Benjamin, this was mostly conceived in an industrial mode.1 According to
Benjamin’s view, one image could be endlessly reproduced in a standardized way, each
new copy being identical to its source. Such ‘industrial’ definition, however, rarely
applied to analogue photography, as silver printing proved to be quite inefficient, too
costly and time-consuming to allow for the mass production of standardized prints.
Only by transferring photographs to the older medium of ink reproduction could this
endless repetition of the same be achieved. Silver printing, on the other hand, opened
up to complex issues of scale, as the size and format of an image could be modulated by
each new copy. Like a pantograph of light, photography could enlarge or miniaturize,
bringing the malleability of the projected picture into the field of images on paper. Thus
photography produced a paradox as it was able to make each reproduction look like the
same picture, yet also radically different in its impact, display, and potential audience.
The reproducibility of photography then has to be understood as flexible, as it
operates along two trajectories. On one hand, enlargement greatly contributed to
photography’s reputation as a tool of revelation. Things too small to be seen by the
naked eye could be made visible, and images circulating in private circles could be
made large enough to enter the public sphere. On the other hand, miniaturization
played an equally central role as an agent of knowledge: by reducing and accumulating
data, it allowed for a new condensation and availability of information. Beginning in
the late nineteenth century, this led to new forms of picture archive and museum, such
as Léon Vidal’s Musée des photographies documentaires in Paris in 1894, followed by numerous
similar projects all over Europe, in which photography was conceived as a way of
gathering in a much-concentrated form all objects of the world. In the interwar years,
the first national and international microfilming programmes would then expand
such fantasies to include all types of iconographic or textual information.
Operating on both fronts of enlargement and miniaturization, such flexible
reproducibility made photography ubiquitous. By playing on scale it provided each
Detail of workers installing
war bond mural, Grand image with the capacity to invest in a multiplicity of spatial, cultural and social
Central Station, New York, realms. This capacity proved fundamental in photography’s complex relationship
1941 (plate 6).
to art, as the new flexibility of scale yielded to a new mobility of the cultural status
DOI: of images. This essay hones our understanding of the full scope of such mobility
10.1111/1467-8365.12155 by outlining, in a broad survey, the overlooked, shifting relations of scale and
Art History | ISSN 0141-6790
38 | 2 | April 2015 | pages 386-403 photography over the span of its 150-year history.
photography from the realm of the graphic arts (affiliated to prints and drawings, and
the popular press) to the realm of painting and the walls of exhibition spaces. In 1989
the French critic, theoretician and historian, Jean-François Chevrier gave a name to
this new kind of art photography: la forme tableau (the tableau form).5 It designated a print
made primarily for the wall and that engaged its audience less in the scrutiny usually
claimed by small works on paper than in an experience of physical confrontation
with the work, as was the case for painting, or, say, minimal sculpture. Since then,
in photography large scale has been widely interpreted as a sign of artistic dignity.
Many photographers, such as those working for Magnum, who had previously only
produced small prints for the magazines started to expand the scale of their works
and even began to reprint at a grander scale photographs which had originally been
made for the printed page. Indeed, large scale photography is today very much
identified with art photography. But this has not always been the case. Depending
on the period, the status of large-format photographs has oscillated between being
art and industrial, disposable pictures made primarily for mass communication – a
vernacular form of grand scale, associated not with painting but with posters and
1 One-quarter-scale replica
of Michelangelo’s Sistine
Chapel ceiling, in lluminations
of Fifty Great Paintings,
Life Magazine exhibition,
Metropolitan Museum of Art,
New York, 1956. Washington,
DC: American Federation
of Arts records, Archives of
American Art, Smithsonian
Institution.
billboards. In fact, throughout the twentieth century, distinctions between elitist and
populist responses to large-format photography can be discerned.
2 Internationale
photographische Ausstellung
(International Photography
Exhibition), Berlin, 1865.
Woodcut by J. Jamrath,
in Photographische
Correspondenz, Vienna, 1865,
vol. 1.
3 Hanns Friedmann, ‘A
modern photographic Salon’,
print in Photographische
Kunst, vol. 4, no. 12, 30
September 1905.
combination of both collection value and exhibition value. These two dimensions
were correlated in the modern art world, as art works were collected for display,
and, in return, their exhibition increased their collection value; early photography,
however, disrupted such a co-dependent relationship.6
Accordingly, the question of enlargement became a key issue for early
photographers seeking to conquer the spheres of the salon and the art gallery. The first
solar enlargers appeared during the 1850s. They were rotating chambers installed
on the roofs of photography studios in order to follow the path of the sun, but they
delivered poor results due to extremely long exposure times.7 In the 1860s portrait
photographers began to work with artificial light. In 1865 the French photographer
Numa Blanc, for instance, named his enlarger the électro-mégascope.8 This method of
projection meant returning to the older technique of the magic lantern, even if its use
shifted from being a display device to a production tool. As it happened, photography’s
elevation to the status of art was in fact helped by the appropriation of a technique
strongly associated with entertainment, spectacle and popular pedagogy.9 From then
onwards, any large photographic print would imply the invisible presence of light
projection, like the projection of a lantern slide that took place prior to a public showing.
The importance of large pictures grew at the end of the nineteenth century
with the international development of a pictorial type of photography that
explicitly sought to compete with painting. In French, such photographs were
called tableaux photographiques, while, in English, wall pictures.10 Like easel painting,
these photographic tableaux were made to combine both exhibition and collection
values. The pictures had to be large enough to be publicly displayed, but small and
mobile enough to be privately collected. The larger dimensions of such pictures
contributed to their isolation on the wall: photographs were arranged in one or
two rows, thus fostering the deep and concentrated contemplation of an individual
viewer immersed in a single print (plate 3). Such a relationship was crucial for the
emancipation of photography from the status of industrial image. The increase in size
led to a reduction in the number of items shown, a negation of quantity, a repression
of the very idea of mass production and mass consumption, from which pictorial
photographers had wanted to distance themselves. Analogous to the ‘white cubes’
of the late twentieth century, the blank space stretching between the prints allowed
photographers to proclaim their ability to discriminate, reject and strictly select from
the sheer volume of photographic production: it visually affirmed their legitimacy
as jury.11 But conversely, the very fear of being associated with industrial production
also imposed a limit on how large prints could be. As with easel painting, prints
had to be large enough to be contemplated on a wall, but they had to be perceived
as the work of a single author – the producer of the negative – without any exterior
intervention, any paid labour or collaboration of any kind. Therefore, in every aspect
the large print became an expression of rarity and exclusivity: one producer, one
viewer, and one single image contemplated at any one time.
work of art, with one dominating figure or authoritative voice, but rather became the
aggregate of countless pictures and producers.13
This emphasis on the collective dimension of photographic practice even
remained present in more unified works, such as the huge photomurals created
by Gustav Klutsis for several official Soviet celebrations in Moscow in the 1930s,
including, for example, two twenty-five-metre high portraits of Lenin and Stalin
displayed on the occasion of May Day 1932. In his writing, Klutsis highlighted the
aggregate quality of their production as an affirmation of a communist ideal:
[It] is also marvellous in that the method of collective work, the method of
socialist competition and shock-working was genuinely applied here for
the first time. The work, in which approximately 200 people participated,
occurred in an atmosphere of great élan; it forged together all the best forces.14
Such rhetoric similarly recurred in Western democracies. In 1941, for example, the
Farm Security Administration created a thirty-by-thirty-six-metre photomural for
the hall of Grand Central Station in New York City after the United States entered the
Second World War (plate 5). The photomural represented a late instance of the ‘world’s
largest’ photomural.15 In an FSA photo-story depicting its creation, its production was
praised for its collaborative nature and for the fusion of energies it had required, to be
expected from a nation facing a new war (plate 6).
Indeed, the collective character of the photomural likewise applied to its beholders.
Photomurals were intended for mass communication and not for the isolated
contemplation that had been emblematic of the tableau. They were pictures for the
crowd. Like in the movies, to which they were constantly compared – the photomural
was described as ‘a stabilized documentary film’ and the cinema as ‘a photomural
in motion – their large size primarily reflected the multiplication of gazes aimed at
them.16 Once again, such a dimension was important for politics. To display a gigantic
photograph was not only to address a group explicitly; it was also an opportunity to
provide the scattered visitors of an exhibition with a collective experience and to stage
its randomly composed audience as a (fictionally) tightly linked community. The Third
Reich, for example, made particular use of such quality. In Die Kamera in Berlin, the first
photographic exhibition after Hitler came to power in 1933, individual visitors were
made to stop immediately after entering, in front of a high row of giant prints depicting
7 Opening Ceremony of
Woldemar Brinkmann, Gebt
mir vier Jahre Zeit (Give Me
Four Years), Hall of Honours,
Berlin, 30 April 1937. Photo:
Max Ehlert/Ullstein Bild,
Berlin.
the crowds at Nazi rallies. The intention was to arouse in the ephemeral crowd scattered
across the exhibition space a quasi-ceremonial experience akin to the contents of the
representations above them. Four years later, in the show Gebt mir vier Jahre Zeit (Give Me
Four Years), photomurals in the entrance hall took the form of nine so-called ‘picture-
books of history’. Eight metres tall, the books had their pages mechanically turned,
each turn accompanied by recorded commentaries, symphonic music and flashes
of spotlighting, reminiscent of a film screening in which pictures, projection and
sounds have lost their unity (plate 7). Yet, in contrast to the cinema, where the audience
collectively disappeared into the dark, here the audience’s confrontation with giant
images became a consciously shared, even ceremonial event. An awe was generated
amongst the packed audience intent on seeing the main hall, where it was greeted by
an almost twenty-metre-high photographic portrait of Hitler. Here, just as in front of
Klutsis’s enormous images of socialist leaders, we come across a third definition of
scale in photography: one that involves not only the ratio between picture and captured
object, or between one picture and others, but a ratio between the dimensions of the
picture and the size of the beholders. As Klutsis put it, it was ‘mandatory that the photo-
giants be arranged in such a way that the masses have free access to them – only in this
case will a genuine impression of the dimensions of super-magnification be created.’17
The very presence of the audience, which the Gebt mir vier Jahre Zeit exhibition considered
as both subject and object, was the very trigger for monumentality.
Disposable Monumentality
There was another element, also inherited from the magic lantern, however, that
presented the photomural as an almost opposite to the tableau: its ephemeral nature. The
very size of the long paper strips comprising the photomural, the fact that they were
pasted rather than hung, their unprotected exposure to light and crowds, all made
them particularly fragile. Indeed, almost none of the 1930s photomurals survived
their original display. They were deliberately conceived to be thrown away after their
intended use, like posters or commercial film reels. The photomural then reversed
the initial logic of photography: photographs were printed specifically for public
display, but such a function made them inappropriate for collection. In other words,
photography increased exhibition value while diminishing its collection value – a new
form of instability with regard to the system of the arts in the twentieth century.
Yet, for many critics and photographers of the time, this ephemeral nature
constituted the very essence of photomural’s modernity. For champions of its political
use, it correlated with the idea of the picture as action, guaranteeing its continuing
vitality during times of ongoing change. But at the same time, according to capitalist
logic, such transience may have appeared in line with the modern world, where
everything was supposed to be submitted to permanent renewal and accelerated
obsolescence. Both such arguments were used in the exhibition Murals by American Painters
and Photographers at the Museum of Modern Art in New York in 1932 (plate 8). As the first
exhibition of photography to be held at MoMA, it was also the first to introduce giant
prints to an art museum and to date remains one of the very few to explicitly focus
on the question of scale in photography.18 In the catalogue, co-curator Julien Levy
promoted photographic murals by explaining that modern buildings, subject like other
commodities to the dictum ‘make it new’, were deliberately built to be replaced after
mere decades, thus making the photomural an appropriate decoration for them.19 It
would inaugurate a highly modern form of disposable monumentality, far from the
permanency traditionally associated with frescoes or mural paintings. Levy called
it ‘flexibility’ but others spoke of ‘interchangeability’.20 In 1936, the magazine Photo-
Illustration wrote that ‘like an obsession, [painting] stays in place for decades in spite of the
changing whims of fashion. Photography is interchangeable.’21 Pierre Liercourt added:
One supposedly – even if it still should be proved – gets tired more quickly
from a monochrome photograph than from a painting or a woodcut. But
one understands at once what variety can be introduced into decoration by
this technique of mutation … The photographic décor cannot be blamed for
In short, the giant mechanical picture perfectly suited the instability of the modern
world, since it was soon doomed to become outmoded and replaced just as quickly.
Monumentality was no longer incompatible with the modern pace of fashion. Despite the
hopes of photographers such as Margaret Bourke-White and Laure Albin-Guillot, who
had intensively promoted the use of photomurals in the home, this new condition of the
monumental image certainly hindered photography’s success in the market for domestic
decoration since the home remained the supposed haven of permanence.23 ‘By virtue of
its essentially mechanical extraction’, reads a magazine of the time, ‘the photomural can
in fact have an appeal of limited duration …. For this reason, while suitable to public or
semi-public places, it is not usually suited to the domestic interior.’24 On the other hand,
monumental photography showed the potential for bringing architecture closer to the
tempo of the new mass media, namely magazines and newsreel. In the summer of 1937,
for instance, the façade of the Spanish pavilion at the Paris World’s Fair, displaying both
texts and a large photomural, changed during the course of the exhibition, as its Civil War
progressed.25 Thanks to the photomural, even architecture could adapt to the new speed
of modern media, in line with the news footage shown inside the pavilion.
Yet such potential eventually mired the association of large-scale photography with
modern forms of artistic grandeur. It left the photomural perpetually divided between
two opposing models of large-scale image: the billboard and the monument. The former
sought attention for the purposes of quick communication while the latter aimed at
inspiring quiet meditation; the billboard was a cheaply produced image without any
intrinsic value, producing accelerated obsolescence, while the monument expressed
grandeur and collective pride in a form that aimed at historical durability. In short, was
a large photograph just big and eye-catching, or was it grand? And could it possibly be
both at the same time? The 1941 Grand Central Station photomural seems to suggest so
(see plate 5). On one hand, it was nothing but a huge advertisement for defence bonds
temporarily installed in a very mundane space. But on the other, it was also perceived as
a majestic image that produced the same reverence that one would expect to be directed
towards a national monument. Its inauguration incorporated a choir of a thousand
singers, several military bands, a number of distinguished guests, and was broadcast in
the USA from coast to coast.26 Solemnity was likewise an effect of the display. Beneath the
photomural was a balcony on which were installed two cardboard soldiers, standing like
guards to a sacred object. These figures also functioned as a relational device, their tiny
presence, once again, helping to make the photomural all the more monumental.27
Strategies of giving photomurals the quality of a monument such as this, however,
did not always succeed. Especially after the 1937 Paris World’s Fair, where photomurals
were commonplace and walls were covered by ‘square kilometres of mute
enlargements’, they came to be perceived as a vulgar form of mass communication
or persuasion, depriving the images contained within them of possessing artistic
respectability.28 Large prints could only aspire to be a cheap perversion of the
monument, in line with the very logic of propaganda. Such an effect, for example, had
been foreseen by the German critic Wolfgang Born in a 1930 review of the Munich
show Das Lichtbild, which had featured some slightly larger-than-usual prints:
heads larger than life by the Germans, can only fail because of the very nature
of photography, which reproduces all details. Even if it were to have already
been invented, the camera would have been of no use to Michelangelo!29
9 ‘What’s New in
Wallcoverings?’, advertising
leaflet for Crown
Wallcovering Corporation,
c. 1976. Philadelphia: Venturi
Scott Brown Collection,
Architectural Archives,
University of Pennsylvania.
Interested in bringing such environments inside the museum, they filled rooms
with the products of American everyday culture, amongst which were colourful
billboards and several photomurals presenting the ordinary urban and suburban
landscape, created by Stephen Shore (plate 10). Shore had intentionally made use of a
new commercial technique, a Japanese process originally intended for gigantic urban
advertisements, trade fairs and commercial spaces, and distributed in the United States
by the company 3M under the name ‘Architectural Paintings’ (plate 11).
The exhibition proved to be highly controversial, with some accusing it of
being an uncritical celebration of consumer society, others denouncing it as ‘a bit
mocking’ and demonstrating a ‘condescending attitude’ toward middle-class life.35
Yet overall, reactions to Shore’s images were very positive. The New York Times wrote
that ‘throughout the galleries, there are outstanding photographs by Stephen Shore’,
with The Washington Star describing them as ‘fantastic photographic blowups’.36 Even if
their very technique denoted commercial ordinariness, some reviewers saw in them
a form of beauty, leading one commentator to conclude that ‘to the modern architect,
scenic wallpaper and Rocky Mountain-genre photomurals have always been for the
birds. But design snobs may change their views, as it were, when they see what can
be done with Architectural Paintings.’37 This evaluation encapsulates the paradoxical
clash between popular culture and the art museum as it ended up ennobling the
exact element that was supposed to question criteria of cultural hierarchy. Even
Steven Izenour began to praise the artistic quality of such large-format images once
they were displayed within a museum, claiming that, in this context, large-scale
photography could compete with painting:
Until now, the one thing the painter had over the photographer is that he
could increase his scale far beyond what the photographer could normally
afford to do. With this new process, photographers and painters can compete
on an immense scale. A lot of people are going to want to try it for a lot of
different things.38
And indeed, the Washington show unexpectedly opened for 3M the market of
the art world and the museum, one which they specifically targeted with a press
release aimed at ‘selected architectural, art and design publications’ incorporating
Izenour’s words of praise.39 In short, Venturi, Scott Brown, Izenour and Shore’s
large-format photographs could emphasize in 1976 the very element of popular
culture that had once jarred with the idea of fine art, and thus gain artistic praise.
Without any apparent contradiction, large-format photography could act as both
wallpaper and monument, as both billboard and tableau. And tableau is exactly
what was exhibited in the last room of the Signs of Life show. It included a set of
Architectural Paintings whose display in tight rows made them appear neither
as wallpaper nor billboards, but as the works for a nineteenth-century salon
exhibition. Between its first and last room, the Signs of Life exhibition staged the
transfiguration of the billboard into a tableau.
In the years that followed, other artists and photographers variously adopted the
large format. In 1978, for example, Jeff Wall exhibited in a Vancouver art gallery his
first large-size back-lit photograph, The Destroyed Room. With reference to both history
painting – in this case, Eugène Delacroix’s Death of Sardanapalus – and commercial art,
he displayed it not in the exhibition space but in the window of the gallery, facing
towards the street, like the many illuminated billboards and signs in the city, on a
threshold between the spaces of art and the street (plate 12). In a similar way, Cindy
Sherman’s move in 1981 from small black and white prints to colour enlargements
played with the mundane connotations of the large format. Further emphasized by
the title of the series, Centerfolds, Sherman’s first large prints made explicit reference to
the central spreads of pornographic magazines, with pages where otherwise small
illustrations became blown-up to poster size, more for visual stimulation than for
aesthetic delight.
In the cases of both Wall and Sherman, just as in that of Venturi, Scott Brown,
Izenour and Shore, the artist’s gesture involved appropriating the techniques of
advertising, commercial imagery, and the mass media in order to confront an art
world whose autonomy was being called into question. It was comparable to the
principle of the ready-made – the picking up of an everyday object from the street and
transforming it into a work of art simply by placing it within an artistic framework.
The gestures of Wall and Sherman, however, reversed the status of the ready-made.
As their work involved images from the very start, Duchamp’s anti-pictorial gesture
was upturned, ending in the construction of the tableau form from its opposite.
Indeed, during the 1980s and 1990s, Wall, Sherman and many other photographers
tended to move closer and closer towards the tableau, downplaying the initial popular
or commercial references of their pictures. With the triumph of the tableau form since
the late 1980s, large-scale photography has increasingly been seen as belonging to
a tradition of grand painting, exemplified by Cindy Sherman’s ‘history portraits’
of 1989–90, which not only quoted old master paintings in their subjects but were
also placed in golden frames, thereby engaging in requisite strategies of display. In
such works, the fundamental collaborative and mechanical nature of large prints
was concealed beneath a single signature; their material fragility was downplayed
by elements such as their frames, that is, signs of artistic durability. Through such a
process, the fusion of exhibition value and collection value finally became a reality
for photography.
Yet if photography finally has gained the status of older arts, such arts have in
turn been transformed by their being subject to the new ubiquity of photography.
Any image, even the canonical paintings quoted by Sherman, is today primarily
known through reproductions, present everywhere but always different, and in no
way bound to a unique, stable scale. If the large photograph born from the magic
lantern has been accepted as an art form, we would nonetheless do well to remember
that nowadays a magic lantern shines behind all images.