Sunday, 27 October 2013


We started the session by recapping some of the points made in last weeks lecture covering consumerism. 

Ne    Next, we were split into groups of five to analyse a section of  Berger, J. (1972) 'Ways of Seeing'. Richard asked us to highlight specific points of interest related to our recent discussions on consumerism. 

         Below are the notes made during the session;

         After debating various parts of the text we presented our most important points to the group;

  •          Firstly, the two images shown form a stark contrast to one and other, the first image shows a poverty stricken family from a third world country, and the other displays is a sexually charged advert promoting some sort of toiletry product. The advert, placed in the magazine after the first article helps take the audiences focus away from the harsh nature and shocking truths communicated in the article. This creates a distraction that distances the audience from the problems that could be solved if enough people decided to help.
  •          "Publicity is essentially eventless" - We chose to look at this quote as we think that it is making a comment on the fact that advertisements never react or acknowledge real world events. Instead, the aim to stay in a repetitive limbo, producing endless adverts that aim to distract viewers from their ordinary life problems, and entice them into a life of commodity ruled consumerism.
  •          This idea is strengthened with the quote; "situated in a future continually deferred". My group came to the conclusion that 'future continually deferred' is highlighting the constant state of flux that publicity creates for itself. By keeping people trapped in this endless cycle they begin to believe that happiness is achieved with commodities, and so repeat the cycle of endless product consumption.

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