John Bergers Theory - Ways Of Seeing

Bergers theory 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. Visual communication is the most powerful way of spreading a message weather that be to the person sitting next to you or someone on the other side of the world.  There are things we cannot describe in words but that images can illustrate whist also having the power to mystify viewers.

Berger claims that the representations of men and woman in visual culture entice different "gazes" - 'Men act woman appear. Men look at woman. Woman watch themselves been looked at.' Similar to Mulveys theory, 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 woman unconsciously act in a way knowing they are being viewed. Woman are constantly being surveyed, not only by men but by other woman and themselves. This shows that both Mulvey and Berger feel that woman arfe the objects for men to look at desire and seek pleasure from.

Such ads, in relation to my music video in terms of album covers, appear to imply a male point of view, even though the intended viewer is often a woman. The woman viewing these ads are being invited to identify both the person being viewed and with an implicit, 'opposite sex viewer.' This demonstrates that woman are aware of the choices they make and are making these statements for a reason.