Title Ways of seeing Editors John Berger Publisher Penguin (Non-Classics) Format Paperback Pages 176
Although thirty-seven years have passed since it was first published, John Berger's Ways of Seeing continues to be an extremely influential text and an essential read for anyone wanting to foray into the world of art. In this deceptively slim book, Berger adopts a Marxist and New Art History approach to deconstruct images - from the time of the oil paintings to photographs to the printed "publicity" images. His purpose is singular: to explore the psychological and social implications of visual imagery on those who view (consume) them.
Writing in 1972, Berger states quite unequivocally that "It is seeing which establishes our place in the surrounding world" and adds that compared to the present (he was of course referring to the 1970s) "In no other form of society in history has there been such a concentration of images, such a density of visual messages." Over six essays Berger attempts to get the reader to comprehend what it means to be surrounded by so many images all the time. Through examples, which span the era from Renaissance up to Modern times, he shows us how we should, while viewing an image, concentrate even on the tiniest of details for they all contribute to the way in which we interpret that image. This he contends, changes the way in which we perceive our world - a world which is represented through these images. An instance of this is his analysis of the female subjectivity and the concept of the gaze through a deconstruction of the female nude.
In Ways of Seeing, Berger also explores the relationship between art and commerce (a very contemporaneous debate from any point of view). He contends that while oil paintings - considered to be the highest form of art -- were traditionally used by the rich to display their already existing wealth and prestige, modern publicity images are meant to make the viewer possess a wealth that he or she does not own. He states: "The gap between what publicity actually offers and the future it promises, corresponds with the gap between what the spectator-buyer feels himself to be and what he would like to be."
Despite appearing a bit dated in the context of contemporary visual culture, the book offers an approach to understanding images that continues to be relevant even today. So if your copy has been on the shelf too long it is time to dust it off. And if you are not acquainted with the text, time to get your hands on a copy now.
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