[Photographic Advertisement] 1860s

Emile Gsell created this photographic advertisement during his time in Saigon. As a Swiss photographer operating in French Indochina, Gsell occupied a unique position, navigating the complexities of colonialism. This image is an accumulation of smaller photographs which feature a range of subjects, including landscapes, architecture, and portraits of local people. These images are not neutral; they actively shape perceptions and understandings. Gsell’s photographs participated in the colonial project of constructing and disseminating knowledge about the people and places of Indochina. Consider the power dynamics at play. Who is behind the camera, and who is being photographed? How might these images have been used to reinforce colonial ideologies? It’s important to ask ourselves what stories these images tell, and whose perspectives are privileged in the telling. Gsell’s compilation is a visual archive, one that invites us to reflect on the historical and cultural contexts that shaped both its creation and our interpretation today.