The big picture: how social work can effectively utilize photographs

Social work has struggled with image problems and misperceptions of the profession and the types of services it provides. Photography is a medium that has been used effectively by other professions to change attitudes and perceptions. The present study examined the potential of photographs to change the image of available social services--namely, an adult day care program. Participants were divided into two groups: (1) a control group that only completed a survey on attitudes about adult day care services and (2) an experimental group that viewed photographs showing positive images of clients engaged in program activities before taking the survey. A multivariate regression demonstrated that those who saw the photographs before taking the survey had more positive attitudes about adult day care services. In fact, the variable representing the presentation of the photographs had the strongest effect on attitudes. Such findings suggest that photography is a potentially powerful tool to promote positive attitudes about social services programs. The implications of these results are discussed.