Read The Attached Book By John Berger The Ways Of Seeing

Read The Attached Book By John Berger The Ways Of Seeing Take Not

Read the attached book by John Berger, The Ways of Seeing. Take notes on how gender roles shape the types of images that are produced and consumed in society.

Diagnostic Essay: In Berger's text, he states the following: "One might simplify this by saying: men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object - and most particularly an object of vision: a sight." Find an image in advertising, either a still image or a video, in which the opposite is true. In other words, find an example in recent advertising in which men are no longer the watchers but are the watched.

Or perhaps an example in which women are no longer being watched, but are the actors or surveyors. Describe the material of the image - literally what is happening in the video or on the page visually - in order to change this trend in image-making. How does the image, or moving image, change our perception of human/gender relations? Minimum 2 pages.

Paper For Above instruction

In John Berger’s seminal work, The Ways of Seeing, he explores how visual culture perpetuates gender roles, emphasizing that historically, men have been the active viewers while women have been the passive objects of scrutiny. Berger asserts that this dynamic shapes societal perceptions of gender, reinforcing the notion that men act and women appear, often relegating women to a status where they are primarily objects of visual consumption. To understand and challenge this paradigm, it is instructive to analyze recent advertising images that invert or challenge this traditional power dynamic, illustrating how representation influences societal perceptions of gender roles and how changing imagery may redefine our understanding of human relations.

In the traditional visual paradigm, advertisements have often depicted women as objects of desire, passively positioned to watch and be watched, affirming Berger’s assertion. However, in recent years, a shift toward images where men are not the watchers but are instead being watched has begun to emerge. An illustrative example can be found in a recent cosmetics campaign aimed at men, which features men in vulnerable or self-scrutinizing poses. For instance, an advertisement by a leading skincare brand features young men looking into mirrors, examining their skin, with expressions of introspection rather than boasting confidence. The image presents men in roles of self-surveillance, a role historically associated with women, thereby subverting traditional gender power dynamics.

This visual inversion plays a critical role in transforming perceptions of gender relations. When men are depicted in passive, self-reflective roles—engaged in self-care and vulnerable behaviors—the societal narrative shifts from viewing men solely as active agents or viewers to recognizing their potential as objects of scrutiny and self-awareness. Such images foreground emotional intelligence and self-care, qualities traditionally associated with femininity, thus challenging the rigid gender binaries reinforced by earlier representations.

Furthermore, moving images such as short videos amplify this effect through dynamic portrayal. A notable example is a recent social media campaign on Instagram where male influencers post videos of themselves participating in household chores or beauty routines, coupled with introspective captions about self-worth and emotional well-being. These videos invert the traditional male viewer/actor paradigm by positioning men as subjects engaged in activities that are typically considered passive or associated with femininity. The visual narrative emphasizes that male vulnerability is not a sign of weakness but a form of strength and self-respect, thus reshaping societal perceptions of masculinity.

Beyond individual campaigns, this trend influences broader cultural discourses by promoting a more inclusive, multifaceted understanding of gender roles. The visual language of these images and videos facilitates a transition from stereotypical masculinity—dominated by dominance and control—to a more nuanced depiction that embraces vulnerability and emotional expression. Such representations can foster gender equality by dismantling harmful stereotypes and encouraging both men and women to see themselves as active agents in shaping their identities.

In conclusion, visual media—whether still images or moving images—has the power to challenge and redefine traditional gender roles. By depicting men as the watched rather than the watchers, and by illustrating women as active surveyors or subjects of self-scrutiny, advertising can influence societal perceptions of gender relations towards greater equality and mutual understanding. As Berger suggests, the images we create and consume do not just reflect reality—they help shape it. Embracing diverse representations that question old stereotypes is vital for fostering a more inclusive society where gender is understood as a spectrum of identities, not a fixed binary.

References

• Berger, J. (1972). Ways of Seeing. British Broadcasting Corporation (BBC).
• Gill, R. (2008). Gender and the Media. Media, Culture & Society, 30(2), 125-139.
• Tasker, Y., & Negra, D. (Eds.). (2007). Interrogating Postfeminism: Gender and the Politics of Popular Culture. University of Iowa Press.
• hooks, bell. (2000). Feminism is for Everybody: Passionate Politics. South End Press.
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• Stern, B. B. (2017). Redefining Masculinity: Advertising's Role in Changing Perceptions. Journal of Marketing Communications, 23(2), 140-152.
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