The Family, 1976 | Richard Avedon

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.

12 thoughts on “The Family, 1976 | Richard Avedon”

  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!

    1. I can’t believe you actually wrote the racial slur “spooks” – and I don’t care that this was written in 2012 – even back then the word was offensive. Shame on you!

  2. 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

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