Ways of Seeing—John Berger

John Berger’s Ways of Seeing emphasizes that art serves as a bridge between history and the present, offering insights into the lived experiences of the past through visual representation. This dynamic relationship highlights how visual media encapsulates not only the creator's perspective but also the viewer's cultural and individual biases.

Berger notes that the traditional authority of art has shifted in the age of mechanical reproduction. While reproduced images democratize access, they also dilute the uniqueness and perceived spiritual value of the original artwork. This transition reflects a societal shift from viewing art as an elite medium to integrating it into everyday life.

Advertising, on the other hand, distills complex human experiences into material desires. It uses visual imagery not to elevate but to manipulate, perpetuating the notion that happiness stems from ownership. This stands in stark contrast to the role of art, which traditionally sought to connect individuals to broader human experiences or historical truths.

Furthermore, Berger’s analysis of context and perception challenges the assumption of art’s timelessness. He argues that the meaning of images evolves with technological and cultural changes, demonstrating how our understanding of art is shaped by its context.