But going up to someone and saying “you should give this away” is not negotiating for a better price; it’s practically an insult. It’s like walking into a car dealership, seeing that the sticker price is $10,000, and telling the salespeople that they really should let it go for $3,000.
Also note the difference between “I want to give my work away” and “you ought to give your work away”.
If say a well known media organization says, "You should let me use this photo for free, because I will give you credit and that might help you get business later" that is negotiating. The creator of the photo may or may not like the terms, but it is an offer of something of value for something of value. At worst, if the photographer is already well known, it is a bad offer that is wasting his time, but it is never insulting.
If someone who studies economics says to a new photographer, "You should stop selling photos and sell the service of creating new photos on order due to the marginal prices involved and current market situation. Give your old ones away to build up reputation." This is not an insult, but advice (whether or not it is good advice is a different question).
He is entitled to set the asking price for his work, but that is all.
Why won't the "well-known media organization" pay what the photo is worth? Almost by definition they can afford to. If they still negotiate in this manner, that is an insult. No?
Smart negotiators don't use them unless they're willing to accept the fallout that results from this; such as hurt feelings, and the potential loss of all negotiation power because the other individual was insulted by what they felt was bad-faith negotiation.
It's a great strategy if you don't care about relationships and if you don't care about your reputation. It's a terrible strategy in the real world.