PROVOKE MAGAZINE (1968-1969)

PROVOKE (プロヴォーク) was an experimental and countercultural Japanese photography zine with the subtitle “Provocative Materials for Thought.” Founded in 1968 by a circle of photographers, art critics and writers – the quarterly publication was formed with the underlying philosophy of standing in opposition to the photography establishment. Notably, Daido Moriyama joined the team from the second issue. Alongside photography, the zine also included poetry, criticism and musings on photographic theory.

The publication only managed to survive 3 issues and was heavily criticized during its lifetime. However, it has since been recognized for its profound and lasting effect on Japanese photography that would last throughout the 1970s and 80s. It is often credited with completely reinventing the Japanese approach to photography. PROVOKE is famed for its avant-garde experimentation with the Japanese concept of “are-bure-boke”. Translating roughly to “grainy-blurry-out of focus” – this style rejects the visual norms of traditional photography and treats the camera as an extension of the photographer’s vision and emotions.

Adopting this raw and emotive style, the team behind PROVOKE critically explored the fabric of photography and language. In particular, Daido Moriyama and Yutaka Takanashi provided incredibly eloquent and thought-provoking reflections on their own photos and the philosophy of the medium as a whole. These discussions were instrumental in beginning a paradigm shift in Japanese aesthetics away from a commercial style to a more personal one.

Unfortunately, the publication did not have a wide audience at the time and only 1000 original copies were ever produced. As such, a pack of 3 original issues can now go for up to $20,000 USD online. However, a reprinted collection is available through Nitesha for about $80 USD