Time for Shock

So I’m listening to the radio today while driving to the airport. What’s the hot topic? Breastfeeding moms. And they are calling in droves, either angered or inspired by the sudden flurry of attention paid to one of man’s, and lucky babies’, favorite things. Once I reach the airport, I pop in a newsstand to pick up something to read on the plane. And there it is. I guess I should say there they are. I meant the mom and the kid. Seriously.

I’m not in any way opposed to breastfeeding. Actually quite the opposite—I think it’s pretty cool. What better way to feed a baby than something natural. And I’m not freaked out by moms breastfeeding in public. But I’ll have to admit, I’m a bit shocked by the sight of a child old enough to ask for dinner—or possibly enter kindergarten— standing at his mother’s side, latched on. And that shock was purely by design.

Time magazine was clearly looking to make a big splash with their latest cover. And they hit the mark. According to accompanying articles, the original plan was for a classic shot of a mom and infant. But Time needed something with more pop. And Martin Schoeller delivered with an image that grabs your attention, tells a story, and elicits immediate emotion.

A stroll through Schoeller’s website leaves no doubt that he was ideal for the job. Dramatic, often humorous portraits are his thing. And many of them feature kids in awkward situations. So there’s little doubt that the image, which borrows a bit from Madonna with child, would push some buttons. Whether it will keep Time in the limelight long enough to up magazine sales is the real question. But for now, it’s nice to see a photographer deliver a though provoking image in a print magazine.