Selina Pfrüner Is Looking for Images That Unite Rather Than Divide

As a photojournalist and documentary photographer, Selina Pfrüner aims to shed light on social issues – from child poverty to assisted dying. Her profession constantly challenges her to step outside her comfort zone and adopt new perspectives. In this interview, she explains why her work regularly takes her across borders – and what she learns from it.

Workplace: What does a photojournalist and documentary photographer actually do?

Selina Pfrüner: As a photojournalist and documentary photographer, based in Cologne, I work across Germany for magazines, non-profit organisations and companies. My focus is on portraits and reportage, particularly on social, societal and sustainability issues. Using a clear and authentic visual language, I convey complex content in an understandable way and make it emotionally accessible.

My aim is to use my images to tell stories that inspire reflection and strengthen us – especially when the world seems chaotic. I want to highlight issues that are often overlooked, whilst finding a perspective that unites rather than divides. In my projects, I aim to show people in their uniqueness and break down prejudices: for example, in Blinde Expertin, where I portrayed a woman who possesses a special talent not in spite of, but because of her disability. Or in Munaqabba, where I invite people to talk with rather than about women in full veils – particularly in contexts where fear and prejudice dominate the discussion.

My works often arise from a desire to question and re-examine the everyday and the seemingly self-evident: Einbettzimmer shows the private bedrooms of Catholic priests and challenges the viewer’s perceptions through their own expectations. It should be noted that this was created before the abuse cases came to light. Weitblick explores the connection between work and identity, particularly in times of upheaval. During the pandemic, ‘Corona Dailies’ was created, a poetic, sometimes humorous attempt to find stability in uncertain times, without glossing over the bleak moments.

What matters most to me is that my images not only show what is, but also what connects us and how we can maintain or rediscover a positive outlook on the world together. 

- Selina Pfrüner

What experience or talents should one bring to the job?

The basic requirement is, of course, to have mastered the technical and creative aspects to such an extent that you no longer have to think about them at all. A willingness to keep learning: technically, in terms of content, and about different perspectives and realities of life
constantly seeking fresh inspiration. The job requires a great deal of stamina, perseverance, good self-organisation, healthy routines and, most importantly, effective break management as well as the ability to say NO.

A large part of my work involves building interpersonal connections. It is very important to me, regardless of the context, to always treat people as equals. The ability to quickly create spaces of trust and establish a pleasant, connecting atmosphere is essential. Active listening and a strong capacity for empathy help in this regard, enabling me to creatively combine what has been said, heard and observed. Both critical and solution-oriented thinking are great assets. It requires continuous self-reflection, including on one’s own biases, stereotypes and prejudices. Humour and a zest for life maintain a sense of light-heartedness, whilst enthusiasm keeps curiosity alive.

What appeals to you about your profession?

That constant ‘Sendung mit der Maus’ feeling brings me joy. My job gives me insights into worlds, processes and ideas, cultures, societies and approaches to solutions. Through my varied assignments, I get to discover exciting places and people and take part in insightful exchanges. My job trains me to step out of my comfort zone or filter bubble time and again. With a willingness to be open-minded, these encounters can help broaden my own horizons,
That constant sense of wonder, like being on Sendung mit der Maus, brings me joy. My job gives me insights into different worlds, processes and ways of thinking, cultures, societies and approaches to problem-solving. Thanks to the varied nature of my assignments, I get to discover fascinating places and meet interesting people, and take part in insightful exchanges. My job trains me to step outside my comfort zone or filter bubble time and again. With a willingness to be open-minded, these encounters can help broaden my horizons, through which I repeatedly experience diversity as an asset.
In my view, it is precisely this diversity that is needed to solve the complex problems of our time. I find it meaningful to use my photojournalistic work to give selected stories, such as those about violence against women, greater visibility and attention, thereby driving the necessary political and social change.

What are the biggest challenges in your job?

Of course, time pressure with deadlines or lugging heavy equipment around is annoying. Even more drastic, however, are the falling fees in photojournalism in recent years, the so-called decline of print and publishing, meaning that many magazines – and thus clients – have disappeared. The remaining ones are flooded with highly professional colleagues, including those from other areas of photography, who are heavily affected by competition from artificial intelligence. Talented young professionals, who are as yet untrained in the financial considerations necessary for self-employment, unfortunately contribute unwittingly to the decline in prices. It is therefore a matter of great importance to me to continue running professional development courses at universities such as Dortmund University of Applied Sciences and Arts, Bielefeld University of Applied Sciences and other educational institutions, where we focus in greater detail on topics such as pricing and negotiating fees.

The digital transformation in journalism has, unfortunately, not yet developed sufficiently sustainable payment models and can barely support itself through online subscriptions. Advertising revenue has largely migrated to social media and big tech companies, which also virtually monopolise the visibility of online content. As a result, free, uncurated and fact-unchecked social media content competes fiercely with journalistic offerings, whilst simultaneously being favoured and amplified by algorithms due to its often divisive and outrage-inducing narratives. A functioning democracy requires, among other things, strong and independent journalism. To establish new funding opportunities for this, I am working with the Laif Cooperative and the Laif Foundation. Together with Freelens and my Laif Agency, among others, we are campaigning for clear labelling of AI content and a label for authentic Photography.

What’s been your biggest blunder at work so far, and what did you learn from it?

Off the top of my head, I remember once renting a camera from a rental service for a large-scale production and only realising afterwards that the default setting was JPG instead of RAW. And I’d actually paid extra for the higher resolution! It’s obviously frustrating, but it also taught me a lesson: always check your equipment, especially if it’s rented!
A slightly bigger lesson on the subject of health: for far too long and far too often, I’ve dragged myself to jobs when I was seriously ill! My thinking was, ‘they booked ME’, ‘who knows when the next job will come along’ or ‘just pull yourself together for a bit, then rest afterwards’. Working life isn’t a sprint, though! The rest periods it requires don’t usually happen by themselves; you have to plan them in yourself. Because periods without work mean canvassing for new clients, and that can sometimes be even more nerve-wracking! The world won’t end if you turn down or pass on a job. We’re not performing open-heart surgery. Nobody’s going to die. New opportunities will come along. The people I most enjoy working with respect the fact that I set healthy boundaries and look after myself properly. No job is worth ruining your health for!

Selina Pfrüner

… lives in Cologne and works as a freelance photo designer, documentary photographer and photojournalist. Her focus is on portraits and reportage for magazines, companies, non-profit organisations and corporate publishers. She also teaches photography at Dortmund University of Applied Sciences. She has received numerous awards for her work, including first prize at the 2017 BGW Photo Awards on the theme of inclusion, as well as the 2008 GuJ Photo Award and the Canon Professional Photography Sponsorship Award for her series Einbettzimmer (Single Rooms), in which she explores the private quarters of Catholic priests. In her final thesis at Dortmund University of Applied Sciences (2010), she explored the theme of downshifting (life transitions and mindfulness). Her current project, “Munaqabba – on women in full veils in Germany”, is funded by the City of Cologne and the NRW State Office for the Independent Performing Arts and is being exhibited as a multimedia installation.

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