‘Torch of Freedom, 2019’

A new photographic work titled ‘Torch of Freedom’ this piece marks the beginning of a new body of work exploring notions of freedom, particularly in relation to women. The title refers to Edward Bernays 1929 campaign Torches of Freedom, where Bernays used social psychology to persuade women to smoke. From this moment on the habit was perceived as a rebellious act or even emancipation from their existing gender roles. Psychologist A.A. Brill that a cigarette was a phallic object, subsequently the sexualising of the cigarette as a prop for both genders became indicative in film posters, stills and publicity from the 1930s had in fact advised Bernays onwards. In this piece the cigarette is replaced with a Tampax, another product whose media identity is synonymous with the idea that it brings women freedom, albeit the freedom to continue the status quo of the days outside of their period. The menstrual cycle and specifically the period itself, is still something of a taboo in the both mainstream and social media. -------- short extract --------- "...‘Torch of Freedom’ refers to Edward Bernays 1929 campaign Torches of Freedom, whereby Bernays used social psychology to persuade women to smoke. Here the cigarette is replaced with a Tampax, a product whose media identity is also synonymous with notions of female freedom. The menstrual cycle and specifically the period itself, is still considered a taboo in both mainstream and social media...."