Media releases

  • Brock prof reflects on divisive history of portraits

    EXPERT ADVISORY: May 27 2024 – R0067

    The public’s divided response to portraiture — as recently seen with works depicting King Charles III and Catherine, Princess of Wales — is as old as the art form itself, says Linda Carreiro.

    The Brock University Professor and visual artist says tension has long existed between an artist’s approach and the way artwork is viewed, particularly when its subject is famous. That division has only become more apparent in the age of social media, with portraits gaining much wider public reach.

    “One of the most fascinating aspects about this tradition is the friction that invariably results from an unveiled portrait, both arising from expectations of the sitter, who wishes to be viewed a certain way, and the public, who see the subject as iconic and not as open to artistic interpretations,” Carreiro says.

    Portrait painting was historically reserved for those deemed deserving of lasting representation — those who held power, fame, beauty or wealth.

    “But, in the past 200 years, there has emerged a different type of portraiture depicting working-class, under-represented and marginalized individuals,” Carreiro says.

    While the subjects of portraits have become more diverse, the desire to commission a painted legacy of well-known individuals who are considered societally “valuable” continues, with entire museums, boardrooms and chambers adorned with such artwork.

    In the case of royalty or other famous people who commission a portrait, the value to both sitter and artist is significant, Carreiro says, as the art cements long-standing attributes of prominence and posterity and often fetches enormous sums at future auctions.

    “If the artist is well known, the sitter is bestowed additional celebrity; if the artist is less recognized internationally, there is anticipated opportunity to launch a more lucrative career,” she says.

    Conventionally, a painter develops the artwork while the subject is present, says Carreiro, who has many years of portraiture under her belt. The portrait then becomes the result of an interpersonal dynamic and response between the artist and the subject, similar to any other relationship.

    In the case of Jonathan Yeo’s portrait of King Charles, however, the sittings were clearly followed with the use of a reference photograph to complete the piece. This means there was more intention to how the painting was constructed, with less influence of the sitter in the environment, she says.

    “This is in line with the shift in current portraiture generally, where selfies are controlled and excessively edited to create a highly managed public persona,” Carreiro adds.

    Whether the viewer enjoys the portrait or not, she says it is clear that “as long as artists are commissioned to depict and interpret famous subjects, so too will there be strong reactions to the portrait — offering an opportunity to think about the fascinating exchanges between artist, sitter and audience.”

    Brock University Visual Arts Professor Linda Carreiro is available for media interviews on this topic.

    For more information or for assistance arranging interviews: 

    * Maryanne St. Denis, Manager, Content and Communications, Brock University mstdenis@brocku.ca or 905-246-0256 

    – 30 –

    Categories: Media releases

  • Shoppers Drug Mart ‘volunteer’ post sparks talks of online damage control, future of unpaid work, say Brock experts

    EXPERT ADVISORY: May 21 2024 – R0066

    As the month-long boycott of Loblaw-owned companies continues, its subsidiary Shoppers Drug Mart drew the ire of consumers on social media last week when one of its stores posted a LinkedIn ad for a part-time volunteer.

    Brock University Assistant Professor of Marketing Joachim Scholz says the post, which drew swift backlash online, may have gone relatively unnoticed in the past — “but not in 2024.”

    “The reason for this is the wider economic situation, as well as the massive technological changes our society faces,” says Scholz, who teaches marketing at Brock’s Goodman School of Business and specializes in social media controversies. “After years of high inflation, and with many consumers facing economic insecurity, we are all hyper-sensitive to price hikes and wage stagnation, let alone working for free.”

    Scholz says the ongoing boycott coupled with the perception that the company is price-gouging its customers “provided the background embers, which fuelled the strong reaction to Shoppers’ free-labour faux-pas.”

    Consumers are also sensitive to shifts in the labour market in general, he adds, with Shoppers Drug Mart among the many companies to replace cashiers with self-checkouts in recent years.

    “Many people are fearful about what innovations in artificial intelligence will mean about their own job prospects,” says Scholz. “Are humans being replaced? Is stocking shelves for minimum wage — or even for free — all that is going to be left for the average Joe, while companies get richer and richer thanks to AI and exploiting the many?”

    The company has indicated the ad — posted by one of its Toronto pharmacists — was an error and that they do not hire volunteers. However, Scholz says a traditional crisis management strategy of simply “apologizing and moving on” may not be good enough in today’s climate.

    “The current cultural zeitgeist is like a powder keg, ready to be blown up by any fuse that seems to indicate the everyday Joe is stiffed by massive corporations,” he says. “Compared to even 10 years ago, marketers today must be much more tuned into the zeitgeist and societal issues in order to protect and grow their brands.”

    Brock Assistant Professor of Business Ethics Francois Cote-Vaillancourt says major corporations are also bearing the brunt of evolving conversations around the future of volunteering and changing labour demands.

    Although he agrees the public should be pushing back against any abuses involving unpaid labour, rapid changes in technology and automation are going to decrease the need for human labour in the future.

    “It’s likely that for this generation, by the time they retire, there will be an economy that needs less people,” he says. “I think as a society, in the long run, we’re going to have to talk about volunteering. We have to find a way to keep humans doing meaningful things with our lives and prevent people from falling into abject poverty when the economy is not needing them.”

    As conversations around these issues intensify, the public is understandably looking for an outlet to voice their frustrations and uncertainty, Cote-Vaillancourt adds.

    “We blame the firm right now because they’re visible,” he says. “But we cannot rely on corporations to solve the long-term problem. We need to ask: what do we owe to society, and what does society owe us? We might not be able to run forever on just the idea that, through your work, you earn your income.”

    In the meantime, Scholz encourages the company to “take this seriously and use the current heat to position themselves as the ally of the average consumer.”

    “Social media firestorms carry the risk that they cast a long shadow into the future and are brought back from the ashes, over and over again. The internet does not forget.”

    Brock University Assistant Professor of Marketing Joachim Scholz and Assistant Professor of Business Ethics Francois Cote-Vaillancourt are available for media interviews on this topic.

    For more information or for assistance arranging interviews: 

    * Maryanne St. Denis, Manager, Content and Communications, Brock University mstdenis@brocku.ca or 905-246-0256

    – 30 –

    Categories: Media releases