Ritika Janiya
In 1986, British photographer Michael Ormerod was on a mission to capture the excitement of an annual motorbike rally in South Dakota. But what really caught his eye wasn’t the roaring bikes or leather jackets. Instead, Ormerod was drawn to Wall Drug, a quirky roadside stop known for its cowboy-themed stores and eateries. Located in a tiny town close to the Badlands National Park, Wall Drug was a unique attraction that had started as a small drugstore offering free iced water to travelers heading to Mount Rushmore.
By the time Ormerod arrived, Wall Drug had become a bustling tourist spot, drawing over a million visitors each year. It was advertised all along the 650-mile stretch of Interstate 90, stretching from Minnesota to Montana. Ormerod took a famous photograph of a visitor at Wall Drug, capturing her as she chewed bubble gum in the dimming light. This image, full of charm and nostalgia, became the cover of his 1993 book, States of America.
Ormerod’s book revealed a stark contrast between the glamorous image of America that people saw in Hollywood films and magazines, and the more sobering reality of life in the Midwest during the Reagan years. His photographs told a story of the American Dream slowly unraveling. The hopeful vision of prosperity and opportunity seemed to be fading, replaced by a more somber and worn-out reality.
Jan Morris, a noted writer, praised Ormerod’s work for its powerful portrayal of this decline. She wrote that even the Greyhound bus, once a symbol of adventure and new beginnings, appeared worn and tired as it trudged through desolate places. The lovers beside the Golden Gate Bridge, too, seemed to embody a sense of hopelessness rather than romance.
Sadly, Michael Ormerod’s life was cut short when he died in a road accident in Arizona in 1991, before he could see the full impact of his work. His book, States of America, was published after his death, and it was clear that his photographs had a deep, prophetic quality to them. They captured a moment in American history when the dream of prosperity and endless opportunity was starting to show signs of wear and tear.
In recent years, there has been a renewed interest in Ormerod’s work. His photographs are now seen as not just artistic expressions but also as insightful reflections of a crucial period in American history. This growing interest is partly due to an upcoming exhibition and a new book titled Vanishing Point, which will feature many previously unseen images from Ormerod’s archive. The exhibition will open in London later this month, offering a fresh look at his remarkable work.
The photographs in Vanishing Point will include images that were not part of the original States of America book, giving viewers a chance to see even more of Ormerod’s unique perspective on the American experience. These new images are expected to deepen the understanding of the changes and challenges that shaped the nation during the late 20th century.
Ormerod’s work remains relevant because it reflects a universal theme: the gap between dreams and reality. While the American Dream promised boundless opportunities and a bright future, Ormerod’s photographs show the struggles and disappointments faced by ordinary people trying to achieve that dream. His work helps us understand that the idealized vision of America often clashes with the lived experiences of its people.
In summary, Michael Ormerod’s photographs from the Reagan years offer a poignant look at a time when the American Dream was beginning to fade. His images capture a sense of disillusionment and the reality of life in a changing America. As we look forward to the new exhibition and book, we are reminded of the enduring power of Ormerod’s art to capture the truth behind the myth. His work invites us to reflect on our own dreams and the realities we face, making it a powerful and lasting part of American cultural history.
