Neil Kozarsky of T.H.E.M. Takes a Look at Packaging Professionals and the Social Order
As the current day and age becomes more competitive, more difficult to succeed in, the need for companies to hire professionals that have experience and value their expertise increases. This is true not only within a company but also when hiring contractors. Nowadays, value is often captured through branding and packaging as well as by developing a recognizable presence through social media marketing. However, when it comes to hiring packaging professionals there remains an expectation that they are white male in order to maintain the status quo of what still constitutes a "packaging professional". Unfortunately with this being so prevalent there is little room for growth or change in the market's view of what defines a packaging professional. This is not only due to the gender and racial stereotype that prevail but also due to the fact that pricing is set by the service provider and not the consumer.
What are packaging professionals?
A packaging professional is defined as "someone who designs, manufactures, distributes, or receives service on packaging materials or systems" (Encyclopedia of Packaging). If this description is anything like its definition it would be hard to classify one's skills in these lines of work. Many work in large factories with others being independent contractors. They are all individuals who serve in the trade for a living, but where do these "packaging professionals" fit within the current social order? Where have they been, who has recruited them, and what kind of jobs have they recently filled?
As seen in some of Kozarsky's photographs they can be found wearing costumes while others just try to blend into their environment to display their fashion sense. While many professional packaging people could claim to be packagers or designers one would be hard pressed to find any who would call themselves artists. When asked "Do you consider yourself an artist?" one professional responded with, "I don't know. I don't look at myself as being an artist, but they say I create masterpieces. I guess that is an artist." It was clear from his response and from how he is portrayed in the online world that this professional package designer is not aware of the fact that there are "professional packagers"(artists) out there.
In a field where one would think that all of the jobs are taken, Kozarsky does present a number of occupations which are left open to interpretation. These consist mainly of individuals who work on a large scale, filling the packaging equipment of manufacturing companies or those who work on a smaller scale creating unique, custom made designs and products for consumers. A key point to note is that Kozarsky's photographs show packaging professionals who have gained a reputation for creating these masterpieces. This tells us something about the packaging community, that while it might not be enough to be a professional in the field of packaging, it is still enough to create some form of fame and recognition in this competitive industry.
Past discrimination and current social order through appropriation
If we look at Kozarsky's photographs from the past there is evidence of discrimination; due primarily to race and gender. In one photograph for example he covered one side of his face with a mask so that he could sneak into a party where supposedly only white males were allowed. In another a Black woman stands out due to her bright colors, which eventually drew attention and abuse from the white male party guests. Although Kozarsky presents these photographs as evidence of discrimination within the social system, it is important to note that in some cases these professionals do not display their skin tone or gender in relation to their chosen profession. This would lead one to question if there is still any discrimination within the packaging community today?
One packaging professional whom Kozarsky interviewed and photographed for his series said that she was teased by girls at school for always being dressed so formally: "I didn't like school very much, I was always getting picked on because I was so different. I couldn't go anywhere outside of school without everybody sitting up and talking about how I was dressed. I used to be a fashion model and that's why people used to pick on me at school, because they said I looked like a model."
Although she is confident in her choice in careers it is clear that this woman still experiences some kind of discrimination within the packaging community. This could be due to her own gender or skin color but it could also be the result of a social system which puts limitations on whom they will accept as professional packaging professionals. At the same time, there are those who are able to move freely around in this same social system, like Kozarsky who can wear costumes and walk around with an elaborate styled beard. Although this may not be a professional title, it is an important distinction to note and an important commentary on the social order.
Consumption and this social order
It is clear that some of the professionals Kozarsky has photographed embrace their activities as individuals who can create masterpieces with packaging materials and systems. Others are more cautious about identifying themselves as an artist because they feel it's too easy for people to take advantage of them, like being scammed by fake designers or having their work stolen from them. The existence of these individuals aside, the question then is: what is the relationship between the packaging industry and consumers? Are there still social standards for "packaging professionals" or does everyone play by their own rules?
Kozarsky shows us that some individuals are able to create a social order within the packaging industry and feed off of it. He uses many of his photographs to show us how this system works. In one photograph an employee can be seen sweating over a hot piece of equipment while another individual stands over him with a measuring tool, without touching anything more than his clipboard. Kozarsky's approach to photography orchestrates a human drama that explores how members within this system relate to each other in their everyday surroundings. It is a reflection of the social order that allows packaging professionals to feed off of it while simultaneously being able to make use of it in their own way.
There are a few people interviewed in his photographs who play up their public persona but Kozarsky also shows us human beings who have taken advantage of the current social order and done what they wanted with it. For example, there is one person whose photograph shows him standing near a street corner and holding an umbrella that reads "Package Designer" on it. Another image shows a woman holding up her hands, palms out, and declaring that she makes art by trying to figure out how everything has been packaged since time began.
Conclusion
By examining the photographs and texts in "Legal Package Designers", it is clear that Kozarsky has created an interesting work that examines the social order between packaging professionals and consumers. He has established a dialogue between packaging professionals and his audience by using both text and photographs to express his thoughts on the topic of consumerism. By using many of these images to tell a story about how packaging professionals have appropriated the system for their own gain, Kozarsky has created a piece where one can clearly see how everything is connected to each other.