Ways of Seeing

In the first chapter of his book Ways of Seeing, John Berger provides fascinating yet somewhat harsh insights on the way art perception has evolved. More specifically, he notes how new media and art reproduction have negatively impacted our ability to see and translate an artist’s original meaning. A result of this distorted perspective is a phenomenon he calls “bogus religiosity.” Bogus religiosity is an extreme popularity and reverence towards an original work of art. As reproductions of a composition become overly plentiful, the original becomes highly coveted, desirable, and seemingly more valuable, increasing its monetary worth. “If the image is no longer unique and exclusive, the art object, the thing, must be made mysteriously so” (Berger, p. 23). This newfound admiration for the original piece does not stem from the work’s contents, materials, or artist. It is market value that drives bogus religiosity.

Berger concludes the first chapter by showing how art reproduction now creates complete misrepresentations of art. For example, a historical piece of art can now be cropped and placed in a magazine ad to serve a purpose that is completely unrelated to the art’s original meaning. Unfortunately, Berger believes this has transformed the image of art into something disposable and lacking value. However, he also believes a “new kind of power” is attainable if images are used with better intentions. “Within it [the new kind of power] we could begin to define our experiences more precisely…the experience of seeking to give meaning to our lives, or trying to understand the history of which we can become active agents” (Berger, p. 33).

He urges us to no longer focus so much on the meaning of art but rather on its purpose. I find this fascinating as a recently graduated graphic designer because it strikes a personal chord. Though I have always had a passion for art and I enjoy design, I have often been conflicted with the purpose I would be serving throughout my career. Often, modern design doesn’t have the best intentions; it doesn’t usually align with this new kind of power Berger speaks of. The majority of modern design really boils down to consumerism and encourages materialistic agendas. All of these products that design attempts to sell, in my opinion, often detract from living the kind of meaningful life Berger is encouraging. Berger’s perspective on the purposes art should serve truly make me ponder the realm of modern design, its integrity, and the personal role I want to play in it all as a designer.

Berger, J. (1972). Ways of Seeing. London: Penguin Books.