This review focuses on a book which was published originally in 1972 and has become very influential on the fields of art criticism, semiotics, and image reading. One importante feature of the book is that it relies heavily on images to convey its message, which is intended not only for the expert but also (if not primarily) for the general public.

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Revista Letras Raras (UAL/UFCG), vol. 1, nº 1, 2012 – ISSN: 2317-2347

John Berger, Mike Dibb, Sven Blomberg, Chris Fox, and Richard Hollis

Maria Cristina ITOKAZU **

There seems to be a general agreement on the fact that images and words are so

thoroughly intertwined in the fabric of our lives that everyone should be prepared to make

sense of them. At least since the last decades of the twentieth century, attempts have been

made to explain how visual and linguistic meaning is produced in contemporary Western

societies and how it can be interpreted by the viewer. Very interestingly, such efforts have

appeared not only as scholarly research or theory but also as cultural products (publications,

documentaries, podcasts) addressed to the general public. In 1972, the British Broadcasting

Corporation (BBC) produced a television series comprising four 30' programs in which they

professedly wanted "to question some of the assumptions usually made about the tradition of

European painting", based on the idea that "the process of seeing paintings or seeing anything

else is less spontaneous and natural than we tend to believe". Another important angle they

wanted to establish was that, by focusing not on the paintings themselves but on the way we

see them now, from the vantage point of a technically advanced society, "we should also

discover something about ourselves and the situation in which we are living". One of the

products of this project, which was called Ways of Seeing and was mentored by writer John

Berger and producer Mike Dibb, was a highly illustrated (240 images in 165 pages) and very

popular book, which is the object of this review.

Once Ways of Seeing is partially a response to another television series which

represents a more traditionalist view of the Western artistic and cultural canon (namely,

Kenneth Clark's Civilisation), it assumes a rather iconoclastic stance towards things. The first

episode's opening scene, for example, shows John Berger cutting out Venus's head from what

appears to be an original from Sandro Botticelli ( Venus and Mars, c. 1483). The picture is

* First edition: London: BBC / Penguin Books, 1972; current edition: New York: Penguin Modern Classics,

2009. There is a Brazilian Portuguese translation by Lucia Olinto: Rio de Janeiro: Rocco, 1999.

** Undergraduate student. Curso de Letras Estrangeiras, Inglês - Centro de Comunicação e Expressão,

Universidade Federal de Santa Catarina. Contact: mcris.ve@gmail.com

Ways of seeing

Revista Letras Raras (UAL/UFCG), vol. 1, nº 1, 2012 – ISSN: 2317-2347

framed in dark wood and is hanging on a patterned wall among other classic-looking

paintings; we hear the blade tearing the canvas and tend to feel horrified by what we interpret

as brutal, senseless vandalism. Then we see the face of the Greek goddess (pinned from its

context as a memento or a citation) join a pile of other similar images and come to understand

that the desacralization and the massive reproduction of works of art is a trait of our times.

From the first episode of Ways of Seeing, a TV series produced by BBC.

The same straightforward approach is adopted throughout the book, which manages

to deliver its message with no painstaking theoretical explanations and no attempts to hide

away from controversy. There are very few quotations from other books and, when

unavoidable, references appear on the left margin of the text, in small print. The quotations

come mainly from art critics and cultural analysts who are mentioned only to be challenged or

from some of the heavyweights of the Social and Human Sciences in the 60s and 70s: Pierre

Bourdieu, Claude Lévi-Strauss, and Walter Benjamin. The fact that, so far into the twenty-first

century, these authors continue to be appreciated and remain influential only adds to the

solidity of the book's argument. Regarding the images, on the other hand, all of the 155 works

of art reproduced are listed at the end of the publication, along with basic information on the

artists who created them and the collections where they belong.

As asserted by the authors on the 'Note to the reader', the structure of the book is as

relevant for its purpose as the arguments contained within it. The intention of ascribing to the

visual elements of the culture their proper value as conveyors of meaning is taken very

Revista Letras Raras (UAL/UFCG), vol. 1, nº 1, 2012 – ISSN: 2317-2347

seriously here: from the seven independent texts that comprise the book, three are purely

pictorial essays, and they "are intended to raise as many questions as the verbal" ones. In

addition, the plurality of views stated on the title is many times reiterated, from the choice of

a fragmented structure to an emphasis on the aspect of historical and cultural change which

can be found in each one of the phenomena and situations under scrutiny.

Still regarding the book's structure, some critics have already noticed that the seven

essays are not entirely autonomous; as a general rule, each pictorial essay should be paired

with the following mixed one. This may be interpreted not as a weakness of the whole plot

but as a result of our lack of fluency in reading visual texts. Therefore, in order to start

building this new mode of literacy, we should face the pictorial texts and try to unravel them

before reading the verbal essays about the same subject, which may not be easy.

The first essay tries to show how "the entire art of the past has now become a

political issue". To do so, it grounds some of its arguments on Walter Benjamin‟s seminal text

The Work of Art in the Age of Mechanical Reproduction, conferring importance to the social

(technological as well as economic and cultural) determinants of our vision and our

relationship with the world of images. The text states that our vision is continually active and

reciprocal; by the same token, every image embodies a way of seeing because its creation

supposes a number of choices and gestures. According to the authors, reciprocity in this

context means investing the viewer with great relevance in the interpretation and social use of

the images, including the images of the past. The modern means of reproduction of artisti c

images have greatly enhanced their availability to all kinds of individuals and, therefore, have

destroyed art's authority over people. Images are now "ephemeral, ubiquitous, insubstantial,

available, valueless, free"; for the first time, they surround u s in the same way as language

does. This new status provides us with the opportunity to use visual language differently and

to confer power and control to the so far dispossessed classes. In the fabric of this text, images

are used to show how mystification (the delivery of ideological messages through canonical

interpretations of art) works; how reproducing, rearranging, enlarging, repositioning, or

replacing pieces of an original work of art may be used to convey new meanings; and how the

interaction between image and word can be powerful.

The tradition of the Nude in European painting provides the conversational topic for

Essays 2 and 3: the visual representation of women in Western society. Celebrity photograph

and advertisement help us understand how, in our society, power has been embedded in the

relationship between seeing (a male prerogative) and being seen (which applies to women). In

Revista Letras Raras (UAL/UFCG), vol. 1, nº 1, 2012 – ISSN: 2317-2347

Nude portraits, as well as in magazines and billboards around us, women are usually

conceived as objects of vision, as sights, and this context affects the way we think of

ourselves: men look at women; women watch themselves being looked at. By examining the

tradition of the Nude in European art (and contemporary depictions of the feminine), the

authors reveal that the real protagonist of such portraits is the male viewer, the (fully dressed)

spectator to whom everything is staged and displayed and offered. Of course, there are

exceptions, and a whole section of the 3rd essay is dedicated to the occasions when the artist‟s

loving eye manages to suggest some ways out of the rigid frame that even today dictates the

standards by which we measure ourselves as men and women.

Some other aspects of the oil painting as an art form will be dealt with in the next

three essays. Starting from the traditional Madonna with child, a theme inherited from the

Middle Ages, Essay 4 proposes to the reader a visual meditation on existentially relevant

motifs, such as death and the dead, the various idealized forms of heterosexual love, and the

development of a self-image for the male protagonist of Western Culture, from portrait to self-

portrait to the assumption of the sitter‟s point of view in a composition by René Magritte.

Essay 5 establishes a close relationship between oil painting and the gaze of the proprietor in

a world where all things have become merchandise, between this art form and the eye of the

conqueror of continents and populations around the globe. The critical stance assumed here

has been dismissed by commentators as an example of Marxist ideology and indeed not only

many of the statements are compatible with a leftist thinking, but the construction of all seven

essays bears resemblance to dialectical materialist argumentation in its effort to unravel social

reality through questioning what lies behind the appearances. Nevertheless, what has been

pointed as a blemish may in fact be the foothold from which the authors build a consistent and

impressive criticism of art in a capitalist society. Many of the arguments and the discussions

proposed in the previous pages (including ethnicity; „genre‟ pictures as opposed to

mythological paintings; objects, animals, and people as property; and gender) are recaptured

in the sixth essay, which brings clusters of images that pose questions and suggest intertextual

links to the reader who, at this point of the journey, has acquired some fluency in reading

images.

Finally, the seventh essay brings an argument the authors have deemed "prophetic"

in subsequent interviews: in modern society, when publicity (i.e. advertising) has gained

cultural importance, a whole spectrum of strategies and realms of human experience,

including art and wit, are used to encourage the buying of commodities. Advertising images

Revista Letras Raras (UAL/UFCG), vol. 1, nº 1, 2012 – ISSN: 2317-2347

are constantly produced to make us aware of what we are missing and to allure us with the

promise of happiness. In order to do this, they frequently make direct reference to art,

borrowing its cultural authority and its connotations of wealth and beauty. In addition to that,

the composition and visual signs used in publicity and, as mentioned before, in oil painting,

are very similar; after all, oil painting celebrated private property and was firmly based on its

ability to produce a sense of tactile reality, an effect analogous to that of color photography .

Here the reader is invited to apply his or her newfound skills to the reading of the advertising

images that surround us.

Overall, it becomes more and more evident that the authors are willing to show that

the way we perceive things is not spontaneous, but culturally and ideologically built. By

doing so, they intend to trigger processes of questioning in the target-reader, that is to say, the

common man in the street. They use a conversational tone to dismiss the elitism and

academicism usually attached to the appreciation and the critical approach to works of art,

virtually demolishing the bourgeois view of this realm. They incite the reader to assume an

active and interrogative attitude towards messages (texts and images alike) and, in order to do

so, they not only make a very sensible use of the limitations and conventions of the printed

media but help redefine authorship by presenting a book which springs from the collaborative

efforts of a collage artist, a graphic designer, a BBC producer, a writer and an art critic.

Ways of Seeing deserves to be read as a document of its time, as well as an original

text that was able to inspire a generation eager to embark on the bold enterprises of Cultural,

Mass Media, and Feminist Studies. In fact, its capital importance can be felt once again in our

times, when multiliteracies have become a major issue. The present availability of visual

information through the World Wide W eb echoes the authors‟ words about how images came

to surround us with their transience and disvalue; on the other hand, it has made it possible to

build new tools that enhance the reading of this work. One good example is the compilation

prepared by George Dillon and available through the University of Washington website

(DILLON, 1998). It is worth mentioning again that the structure of the book (textual and

visual essays interwoven) adds to the point it is trying to make: an image can convey meaning

and instigate thought because it carries, in its very built, a comprehension of the world. In

order to correspond to such richness, the reader must exert his own means of understanding

when approaching an image. Hence the book's title: there is meaning and relevance in our

ways of seeing things, works of art included.

Revista Letras Raras (UAL/UFCG), vol. 1, nº 1, 2012 – ISSN: 2317-2347

REFERENCES

DILLON, G. Illustrations and Amplifications for John Berger's Ways of Seeing. Developed

for the Markup Languages and Hypertext Seminar at the University of Washington, 1998.

Updated: Feb 2007. Available at: <http://courses.washington.edu/englhtml/engl569/berger/>.

Retrieved in October 27, 2012.

ResearchGate has not been able to resolve any citations for this publication.

Illustrations and Amplifications for John Berger's Ways of Seeing. Developed for the Markup Languages and Hypertext Seminar at the University of Washington

  • G Dillon

DILLON, G. Illustrations and Amplifications for John Berger's Ways of Seeing. Developed for the Markup Languages and Hypertext Seminar at the University of Washington, 1998. Updated: Feb 2007. Available at: <http://courses.washington.edu/englhtml/engl569/berger/>. Retrieved in October 27, 2012.