Creativity

Ways of Seeing: 8 key ideas

by John Berger

The core ideas of Ways of Seeing, each in under a minute, written in our own words. Want the full depth? Get the book.

1. IDEA 1 OF 8

   Knowledge shapes how we see

   Berger, an art critic, argues that the way we see images is shaped by our beliefs, knowledge and social position.

   His book grew from a famous BBC television series. He treats seeing as an act shaped by society.

2. IDEA 2 OF 8

   Reproduction changed art

   Berger argues that cameras and printing changed the meaning of paintings.

   Once reproduced, an image can appear anywhere and take on new meanings. In his view, a painting once tied to one place can now be viewed on any screen or page.

3. IDEA 3 OF 8

   Art is mystified

   Berger argues that experts often surround art with mystery, which keeps ordinary people from seeing it directly.

   In his account, talk of genius, value and taste can make people feel unqualified to form their own opinions about what they see.

4. IDEA 4 OF 8

   Women are depicted as watched

   Berger argues that European paintings often showed women as objects to be looked at by men.

   Women learned to see themselves through others' eyes. In his account, this habit of display shaped how women were taught to think about their own appearance.

5. IDEA 5 OF 8

   Oil paintings displayed wealth

   Berger argues that oil paintings often celebrated property and possessions of their owners.

   In his account, the painter's skill at showing textures, fabrics and objects served the pride of those who paid for the work.

6. IDEA 6 OF 8

   Advertising sells envy

   Berger argues that advertising promises a better self through buying, creating envy.

   In his account, advertising makes people feel that their present life is lacking and that a purchase will fix it.

7. IDEA 7 OF 8

   Glamour depends on envy

   Berger argues that glamour works by making others wish they were like the glamorous person.

   Without that wish, in his view, glamour would have no power. He treats this as one of the main ways advertising holds attention.

8. IDEA 8 OF 8

   Some chapters have no words

   Berger's book includes chapters made only of images, inviting readers to see for themselves.

   Berger uses such image-only sections to show how pictures can be set side by side to make meaning without any explanation.