Iconic Photos

Famous, Infamous and Iconic Photos

The Family, 1976 | Richard Avedon

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Early  in 1976, with both the post-Watergate political atmosphere and the approaching bicentennial celebration in mind, Rolling Stone asked Richard Avedon to cover the presidential primaries and the campaign trail. Avedon counter-proposed a grander idea — he had always wanted to photograph the men and women he believed to have constituted political, media and corporate elite of the United States.

For the next several months, Avedon traversed the country from migrant grape fields of California to NFL headquarters in Park Avenue and returned with an amazing portfolio of soldiers, spooks, potentates, and ambassadors that was too late for the bicentennial but published in Rolling Stone’s Oct. 21, 1976, just in time for the November elections.

Sixty-nine black-and-white portraits (seen all together in an Met exhibit here) were in Avedon’s signature style — formal, intimate, bold, and minimalistic. Appearing in them are President Ford and his three immediate successors — Carter, Reagan, and Bush. Other familiars of the American polity such as Kennedys and Rockefellers are here, and as are giants who held up the nation’s Fourth Pillar during that challenging decade: A. M. Rosenthal of the New York Times who decided to publish the Pentagon Papers, and Katharine Graham who led Woodward and Bernstein at Washington Post.

Their source, Deep Throat, is here too: W. Mark Felt, the former associate director of the FBI, although he didn’t reveal that fact until 2005 — the year after Avedon himself died. It is also clear here that apart from a few civil rights leaders and eminent wives, the pantheon of 1976 was mostly white, mostly male, mostly besuited, and mostly elderly. Yet, some familiar contemporary names amongst its younger members — the activist Ralph Nadar, 42; Jerry Brown, 38, then as now the governor of California; Donald Rumsfeld, 44, then and future Secretary of Defense — also suggest this group’s political endurance and Zeligian relevance.

Consciously or otherwise, absent were the supreme court justices and the man whose resignation made this portfolio possible. Instead, Avedon convinced Nixon’s secretary, Rose Mary Woods to pose for him.

If we assemble a project like this today, what will be its composition? There’ll definitely be more ‘celebrities’ I guess, but weigh-in here in comments or tweet to @aalholmes.

Written by Alex Selwyn-Holmes

May 18, 2012 at 9:03 pm

10 Responses

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  1. Fascinating looking at the 60 B&W shots on the Met Museum page – only to find out I’d only seen the first of 148 pages of results.

    Also in that group – Jerry Brown. He was governor when I was born and governor when our third child was born!


    May 27, 2012 at 4:43 am

  2. […] I may soon succumb to the temptations of tumblr. I do not know whether I would include Avedon’s The Family in this though. I kind of like the idea of it being official government-commisioned portrait work […]

  3. […] (see list in pdf here) — in stark black-and-white portraits rivaled what Richard Avedon did a decade earlier. This work was later published in People and Power: Portraits From the Federal […]

  4. […] From Elisabeth Avedon’s blog I share with you this great portraits. Elisabeth designed the cover and layouts for Richard Avedon’s The Family, portraits of the ‘Power Elite’ during the Reagan Administration published in Rolling Stone Magazine. New Yorker writer/author Renata Adler sequenced the images with Avedon. You can see more portraits here. […]

  5. […] a photographer’s take on power, such as Platon’s photos of world leaders at the UN or Avedon’s study of America on the bicentennial year. Flipping casually through a Life magazine from 1944, I stumbled upon a photoessay called […]

  6. […] “The Family” Richard Avedon […]

  7. I’ve been looking for this for many years. Where would I go to inquire about permission to use one of these photos (the smallest one in the group … of the Join Chiefs of Staff. I conducted a workshop that year which the Chairman of the Join Chiefs attended (Gen. George S. Brown)? I suppose I could go through the Department of Defense, but since this shows him in the photo, I thought I would ask. Most respectfully, -Gene Ruyle 22 December 2014

    Gene Ruyle

    December 23, 2014 at 4:41 am

  8. […] Iran“, shot for the New York Times Magazine under Ritchin’s editorship, and “The Family“, Richard Avedon’s series of unsettling portraits of the political power elite at the […]

  9. […] that said, if someone wants to use The Met and SFMOMA’s text as a way of describing The Family I’m totally for […]

  10. […] familia es una serie de 69 retratos, encargados por la revista Rolling Stone. Vemos, en este trabajo, una selección de los políticos, banqueros y periodistas que formaron […]

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