Selected Passages from Ways of Seeing
John Berger's Ways of Seeing is an ambitious critique of modern consumer culture presented as a lesson in art history. Broken into seven distinct essays, three of which contain only images, the book is an invitation to ask questions without an obvious answer.
I am always searching for books that fundamentally change my worldview.¹ Ways of Seeing has met that criteria for me. When reading, it whispers to me that I have been let in on a secret that many are already aware of: that the entire capitalist machinations of the world are a clever configuration of media designed to produce envy in the working class with the ultimate aim of perpetuating the existing system of the ruling elites.
Not bad for a few essays and a collection of images, huh?
The invention of the camera also changed the way in which men saw paintings painted long before the camera was invented. Originally paintings were an integral part of the building for which they were designed. Sometimes in an early Renaissance church or chapel one has the feeling that the images on the wall are records of the building's interior life, that together they make up the building's memory - so much are they part of the particularity of the building.
The uniqueness of every painting was once part of the uniqueness of the place where it resided. Sometimes the painting was transportable. But it could never be seen in two places at the same time. When the camera reproduces a painting, it destroys the uniqueness of its image. As a result its meaning changes. Or, more exactly, its meaning multiplies and fragments into many meanings.
This is vividly illustrated by what happens when a painting is shown on a television screen. The painting enters each viewer's house. There it is surrounded by his wallpaper, his furniture, his mementoes. It enters the atmosphere of his family. It becomes their talking point. It lends its meaning to their meaning. At the same time it enters a million other houses and, in each of them, is seen in a different context.
Because of the camera, the painting now travels to the spectator rather than the spectator to the painting. In its travels, its meaning is diversified.
This new status of the original work is the perfectly rational consequence of the new means of reproduction. But it is at this point that a process of mystification again enters. The meaning of the original work no longer lies in what it uniquely says but in what it uniquely is. How is its unique existence evaluated and defined in our present culture? It is defined as an object whose value depends upon its rarity. This value is affirmed and gauged by the price it fetches on the market. But because it is nevertheless 'a work of art' and art is thought to be greater its market price is said to be a reflection of its spiritual value. Yet the spiritual value of an object, as distinct from a message or an example, can only be explained in terms of magic or religion. And since in modern society neither of these is a living force, the art object, the 'work of art', is enveloped in an atmosphere of entirely bogus religiosity.
Works of art are discussed and presented as though they were holy relics: relics which are first and foremost evidence of their own survival. The past in which they originated is studied in order to prove their survival genuine. They are declared art when their line of descent can be than commerce certified.
The bogus religiosity which now surrounds original works of art, and which is ultimately dependent upon their market value, has become the substitute for what paintings lost when the camera made them reproducible. Its function is nostalgic. It is the final empty claim for the continuing values of an oligarchic, undemocratic culture. If the image is no longer unique and exclusive, the art object, the thing, must be made mysteriously so.
When we 'see' a landscape, we situate ourselves in it. If we 'saw' the art of the past, we would situate ourselves in history. When we are prevented from seeing it, we are being deprived of the history which belongs to us.
Who benefits from this deprivation? In the end, the art of the past is being mystified because a privileged minority is striving to invent a history which can retrospectively justify the role of the ruling classes, and such a justification can no longer make sense in modern terms. And so, inevitably, it mystifies.
What the modern means of reproduction have done is to destroy the authority of art and to remove it - or, rather, to remove its images which they reproduce - from any preserve. For the first time ever, images of art have become ephemeral, ubiquitous, insubstantial, available, valueless, free. They surround us in the same way as a language surrounds us. They have entered the mainstream of life over which they no longer, in themselves, have power.
Before they are anything else, they are themselves objects which can be bought and owned. Unique objects. A patron cannot be surrounded by music or poems in the same way as he is surrounded by his pictures.
Visitors to art museums are often overwhelmed by the number of works on display, and by what they take to be their own culpable inability to concentrate on more than a few of these works. In fact such a reaction is altogether reasonable. Art history has totally failed to come to terms with the problem of the relationship between the outstanding work and the average work of the European tradition. The notion of Genius is not in itself an adequate answer. Consequently the confusion remains on the walls of the galleries. Third-rate works surround an outstanding work without any recognition - let alone explanation of what fundamentally differentiates them.
Until very recently - and in certain milieux even today - a certain moral value was ascribed to the study of the classics. This was because the classic texts, whatever their intrinsic worth, supplied the higher strata of the ruling class with a system of references for the forms of their own idealized behaviour. As well as poetry, logic and philosophy, the classics offered a system of etiquette. They offered examples of how the heightened moments of life - to be found in heroic action, the dignified exercise of power, passion, courageous death, the noble pursuit of pleasure - should be lived, or, at least, should be seen to be lived.
Yet why are these pictures so vacuous and so perfunctory in their evocation of the scenes they are meant to recreate? They did not need to stimulate the imagination. If they had, they would have served their purpose less well. Their purpose was not to transport their spectator-owners into new experience, but to embellish such experience as they already possessed. Before these canvases the spectator-owner hoped to see the classic face of his own passion or grief or generosity. The idealized appearances he found in the painting were an aid, a support, to his own view of himself. In those appearances he found the guise of his own (or his wife's or his daughters') nobility.
It is true that in publicity one brand of manufacture, one firm, competes with another; but it is also true that every publicity image confirms and enhances every other. Publicity is not merely an assembly of competing messages: it is a language in itself which is always being used to make the same general proposal. Within publicity, choices are offered between this cream and that cream, that car and this car, but publicity as a system only makes a single proposal.
It proposes to each of us that we transform ourselves, or our lives, by buying something more. This more, it proposes, will make us in some way richer - even though we will be poorer by having spent our money.
Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour.
It is important here not to confuse publicity with the pleasure or benefits to be enjoyed from the thing it advertises.
Publicity is effective precisely because it feeds upon the real. Clothes, food, cars, cosmetics, baths, sunshine are real things to be enjoyed in themselves. Publicity begins by working on a natural appetite for pleasure. But it cannot offer the real object of pleasure and there is no convincing substitute for a pleasure in that pleasure's own terms.
The more convincingly publicity conveys the pleasure of bathing in a warm, distant sea, the more the spectator-buyer will become aware that he is hundreds of miles away from that sea and the more remote the chance of bathing in it will seem to him. This is why publicity can never really afford to be about the product or opportunity it is proposing to the buyer who is not yet enjoying it. Publicity is never a celebration of a pleasure-in-itself. Publicity is always about the future buyer.
It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. Yet what makes this self-which-he-might-be enviable? The envy of others. Publicity is about social relations, not objects. Its promise is not of pleasure, but of happiness: happiness as judged from the outside by others. The happiness of being envied is glamour.
In the language of oil painting these vague historical or poetic or moral references are always present. The fact that they are imprecise and ultimately meaningless is an advantage: they should not be understandable, they should merely be reminiscent of cultural lessons half-learnt. Publicity makes all history mythical, but to do so effectively it needs a visual language with historical dimensions.
Lastly, a technical development made it easy to translate the language of oil painting into publicity clichés. This was the invention, about fifteen years ago, of cheap colour photography. Such photography can reproduce the colour and texture and tangibility of objects as only oil paint had been able to do before. Colour photography is to the spectator-buyer what oil paint was to the spectator-owner.
Glamour cannot exist without personal social envy being a common and widespread emotion. The industrial society which has moved towards democracy and then stopped half way is the ideal society for generating such an emotion.
The pursuit of individual happiness has been acknowledged as a universal right. Yet the existing social conditions make the individual feel powerless. He lives in the contradiction between what he is and what he would like to be. Either he then becomes fully conscious of the contradiction and its causes, and so joins the political struggle for a full democracy which entails, amongst other things, the overthrow of capitalism; or else he lives, continually subject to an envy which, compounded with his sense of powerlessness, dissolves into recurrent day-dreams.
It is this which makes it possible to understand why publicity remains credible. 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. The two gaps become one; and instead of the single gap being bridged by action or lived experience, it is filled with glamorous daydreams.
The process is often reinforced by working conditions.
- Tyler Cowen calls these "quake books".