'Ways of Seeing' Theory

John Berger's 'Way of Seeing' Theory - 1972

Berger claims that representations of men and women in visual culture entice different "gazes" / ways in which they are looked at. He states that mean act and women appear. Men look at women and women watch themselves be looked at. The woman is usually posed in a way to please the viewer, her gaze is meant to entice the viewer, and this notion is the same in modern day advertisements and photographs. Berger comments that a woman unconsciously acts in a way knowing she is being viewed. Women are constantly being surveyed, not only by men but by other women, and by themselves.

John Berger’s “Ways of Seeing” is an in depth look on art, the way people view it and the influences that traditional oil paintings have had on society and modern day publicity. He looked at art and how historic paintings have adapted to modern day imagery and ideologies. Images are the most powerful communicator we have. There are things we cannot describe in words but that images can illustrate.