[Yeouido Art Museum]⑥ Comprehensive Portraits of Power and Message... Changes in Photos of Presidents and CEOs

Self-Records Enjoyed by the Elite... Royalty Also Used Them as Governance Techniques
Portrait Status Diminished by the Invention of the Camera... National Museum of Korea's 'National Gallery Masterpieces Exhibition'

The National Museum of Korea is currently hosting a masterworks exhibition from the National Gallery in the UK. The theme of the exhibition is 'The Gaze of the Masters, Directed at People.' A notable feature is the abundance of portraits that depict people as the main subjects. In 2021, the National Museum of Korea exhibited a collection from the National Portrait Gallery of the UK under the theme 'Faces of the Era.' Today, we will talk about portraits.

Portraits: Official Records... Embodying Power and Symbolism

A portrait refers to a painting centered on a person's face. The first painting immediately captures the viewer's attention. The ornate hairband, delicate and rich embroidery, gold threads embroidered throughout the clothing, pearls decorating the outfit, and the dignified posture are overwhelming. It suggests royalty or at least a noble with great power. Who could it be? It is a portrait of Elizabeth I.

Elizabeth I is famous for skillfully using portraits to convey her authority and messages. Let's look closely. The gaze is drawn to the lavish center. Especially noticeable are the numerous pearls. Pearls symbolize 'purity' and indicate that Elizabeth was a queen who never married.

Pearls were Elizabeth I's favorite jewels because they symbolized both 'purity' and 'wealth.' Purity was used as a political strategy and diplomatic tool. Since Elizabeth was a woman, the king who married her could become the heir to the English throne. In the complex international political climate, she emphasized her unmarried status as a diplomatic means.

Domestically, it was used to evoke authority and sanctity, as she was likened to the Virgin Mary. She presented herself as a being endowed with divine power beyond earthly kingship. To reinforce her image of purity at court, Elizabeth required her ladies-in-waiting to wear only black and white dresses.

Another focal point is the single rose gently held in her right hand. This is the 'Tudor Rose,' symbolizing the Tudor dynasty to which Elizabeth I belonged. It signifies that Elizabeth I succeeded the throne following her grandfather Henry VII and father Henry VIII, the founders of the Tudor dynasty. Interestingly, the portrait of Elizabeth's half-sister Mary I also features her holding a rose.

Returning to Elizabeth I's portrait, the phoenix ornament placed just above her hand on her chest represents 'immortality.' One of Elizabeth I's great achievements was, following the Battle of Calais in 1588, wresting naval supremacy from Spain. Afterward, England rose as the 'empire on which the sun never sets.' This symbolizes a wish for Elizabeth I's glory to endure forever.

Thus, portraits served as a means to record the achievements of rulers and as propaganda tools for image-making. This explains why most surviving portraits depict royalty or nobility.

Portrait of a Lady (La Dama in Rosso), Giovanni Battista Moroni.

A Privilege Enjoyed by the Wealthy and Powerful in an Era Without Photography

Many portraits were also painted during the Renaissance. Over time, the subjects of portraits diversified from rulers to wealthy individuals. The current exhibition at the National Museum of Korea, 'Masterworks from the National Gallery,' features many impressive works.

The second painting is a portrait by Giovanni Battista Moroni, a famous painter from northern Italy. Titled 'La Dama in Rosso (The Lady in Red),' the work captivates with its realistic depiction and vivid colors.

The subject of this portrait is also not an ordinary person. Although more modest than Elizabeth I(?), she is splendid in a different sense. The crimson silk fabric conveys wealth. The bodice has slash decorations (holes) finished with gold thread. The red and gold colors dazzle the eyes. The ruff tightly encircling her neck is adorned with elaborate lace on the inside.

Looking at the space where she sits, the marble decoration beneath the gray wall stands out. The subject is presumed to be Lucia Albani Avogadro, Countess, thus a noblewoman.

Close-up of La Dama in Rosso, Giovanni Battista Moroni.

Europe in the 16th century, when this painting was created, was a time of growing religious conflict between Protestantism and Catholicism. Northern Italy, northern France, and Germany were influenced by Protestantism, and nobles and emerging wealthy classes valued modesty as a virtue. Particularly in Italy, this was a period of economic development in the wool industry, trade, and finance.

With the Renaissance, fashion changed, and there was a strong desire for lavish adornment. Luxury goods became very popular among nobles, to the extent that sumptuary laws were enacted. The reason the subject holds the fan handle with her left hand is related to this. Fans were essential accessories for noblewomen, but since the handles were decorated with expensive precious metals, fines were imposed. In other words, this portrait is an official image commissioned by the client but also subtly boasts her wealth.

When the massive Hurricane Sandy hit the United States in 2012, President Obama, who visited the site, embraced an elderly woman affected by the disaster. (Photo by Pete Souza, official White House photographer for President Obama)

Image Politics: From Portraits to Photography

"Painting is now dead."

- French painter Delacroix

The status of portraits diminished with the advent of photography in 1839. As subjects could be reproduced exactly as they were, the grammar of painting changed. The Impressionist movement also emerged around this time.

Now, a single photograph could convey a larger message and social discourse. Barack Obama, former President of the United States, is cited as a good example of effectively using official photographs.

During the massive hurricane in October 2012, a famous photo was taken. When Hurricane Sandy struck the eastern United States, President Obama quickly went to the disaster site in New Jersey. The official photographer captured the moment the president met with disaster victims.

The image of the president embracing citizens caught in the disaster evokes the reassuring presence of the state protecting its people. The president sharing sorrow, the two embracing tightly, an unposed moment. The New York Times in 2020 described this photo as "an artist who portrayed an ideal president through the camera lens."

Official Photo Evolution of Jung Young-chae, CEO of NH Investment & Securities

The financial district of Yeouido is no different. CEO photos used to be mere ID photos, but recently there has been a focus on capturing natural appearances. Take a look at the official photo of Jung Young-chae, CEO of NH Investment & Securities. Past photos show the typical successful CEO in a suit against a black background. The current photo shows him sitting in an office, taking notes with his jacket off. Even though several years have passed, doesn't the current photo look much younger?

CEOs also reveal their communication with their organizations more naturally. Hanyang Securities is a representative example. CEO Lim Jae-taek's official photo shows him facing forward against the company CI background. However, the recently released photo is quite different. The CEO and young employees appear with equal prominence. The CEO's face is not even visible.

Official photo of Lim Jae-taek, CEO of Hanyang Securities (left), photo of CEO Lim and employees together (right)

Thus, portraits (official photos) succinctly convey messages. Sometimes they have more power than words. Photographs have greater impact because they can capture moments without staging. This is why institutions pay close attention to official photos. The photos you see when reading articles are all carefully selected and shared by the respective institutions.

Why not visit the National Museum of Korea this weekend and meet figures from an era without cameras? Listen to the stories these historical figures tell in front of their portraits.