Applying John Berger’s Revolutionary Critique of Art to Reveal How Social Media and AI Manipulate What You See

John Berger’s revolutionary critique of art, particularly as articulated in his seminal work, provides a critical framework for understanding how contemporary visual culture is shaped by social media and artificial intelligence (AI). Berger’s ideas emphasize that “seeing comes before words,” asserting that our visual experiences are deeply influenced by social and political contexts, which challenge conventional notions of aesthetic appreciation and representation.

This perspective is increasingly relevant today, as social media platforms and AI technologies manipulate what we perceive, altering both artistic creation and consumption.

All photographs are memento mori. To take a photograph is to participate in another person’s (or thing’s) mortality, vulnerability, mutability. Precisely by slicing out this moment and freezing it, all photographs testify to time’s relentless melt.

Susan Sontag

A central tenet of Berger’s critique is the concept of the “male gaze,” which highlights how women have been historically objectified in art, a phenomenon that persists in today’s digital media landscape. As social media amplifies these representations, the dynamics of self-presentation and identity construction, especially among women, become complex. The rise of the selfie culture exemplifies how individuals curate their identities in a visually-driven environment, reflecting and reinforcing societal norms and expectations. Moreover, the algorithms governing social media dictate which images are seen and valued, raising questions about authenticity and the erosion of nuanced artistic expression.

One is not born, but rather becomes, a woman.

Simone de Beauvoir

The manipulation of art and information through social media also leads to a commodification of creativity, as platform algorithms prioritize content that is visually striking over deeper conceptual engagement. This shift fosters a competitive atmosphere where originality is often sacrificed for algorithmic approval, raising concerns about the sustainability of artistic practices. Additionally, the overwhelming volume of content can drown out meaningful discourse, leading to misinformation and a limited diversity of perspectives that shape societal narratives.

Even the most perfect reproduction of a work of art is lacking in one element: its presence in time and space, its unique existence at the place where it happens to be.

Walter Benjamin

As AI technologies increasingly intersect with creative processes, they challenge traditional notions of authorship and artistic intent. While AI can enhance efficiency and facilitate new forms of expression, it also poses ethical dilemmas regarding authenticity and the role of human creativity in an automated landscape. In this context, Berger’s insights provide a necessary lens for critically examining the implications of these technological advancements on our understanding of art, identity, and culture in the digital age.

John Berger’s Critique of Art

John Berger’s critique of art, particularly articulated in his influential book and television series Ways of Seeing, revolutionized the understanding of how we perceive visual culture. Central to Berger’s argument is the idea that “seeing comes before words,” suggesting that our visual experiences shape our understanding and expression before we can articulate them linguistically. This foundational perspective posits that the act of seeing is deeply intertwined with social and political contexts, challenging traditional notions of aesthetic appreciation.

The Male Gaze and Objectification

One of Berger’s most enduring contributions to art criticism is his exploration of the “male gaze.” He argued that women have historically been depicted in art through a lens that objectifies and commodifies them for male viewers, a concept that extends from classical paintings to contemporary media such as film and advertising. Berger summarized the hypocrisy inherent in these representations, illustrating how the visual culture perpetuates a patriarchal viewpoint that marginalizes women’s experiences and perspectives.

Art as a Reflection of Society

Berger emphasized that art does not exist in a vacuum; rather, it is a flawed representation shaped by the societal conditions of its time, including factors such as race, gender, and class. This shift from passive appreciation to active criticism allowed audiences to recognize that artworks are products of their creators’ contexts, reflecting the complexities of their realities rather than merely embodying beauty or truth. Berger’s critique encourages viewers to interrogate the underlying messages conveyed through images, pushing them to recognize how these messages are constructed and for whom they are intended.

The Impact of Modern Technology

With the advent of modern technologies such as photography and digital media, Berger noted that the nature of visual representation transformed. The camera, as he articulated, changed the very way we see, allowing for new interpretations and understandings of reality. This insight remains relevant in discussions about social media and AI, where the manipulation of images and the construction of identities can distort our perceptions and experiences. Berger’s work invites a critical examination of how these technologies continue to influence our “ways of seeing,” prompting us to consider the implications of visual culture in a rapidly evolving digital landscape.

Social Media and Manipulation

The rise of social media has brought with it a complex landscape in which the manipulation of art and information occurs on multiple levels. One significant concern is how platform algorithms, designed to capture user attention, can distort the way art is created, shared, and consumed. These algorithms often prioritize visually striking or easily digestible content, which can compel artists to focus on aesthetic appeal over conceptual depth, leading to a commodification of creativity.

In addition to shaping artistic practices, the overwhelming volume of content on social media creates challenges for visibility and engagement. Individual artists often struggle to stand out amidst a sea of posts, while high-quality works may be overshadowed by lower-quality content. This situation fosters a competitive environment where the pressure to conform to algorithmic preferences can stifle originality and innovation, ultimately leading to burnout among creators.

Moreover, social media platforms facilitate the spread of misinformation and extreme views by reinforcing echo chambers and filter bubbles. As users interact primarily with content that aligns with their existing beliefs, the diversity of perspectives diminishes, creating a distorted understanding of complex issues. This dynamic can significantly affect societal discourse, as misinformation becomes entrenched in the public consciousness due to algorithmic prioritization of sensational content.

The implications of algorithmic manipulation extend to the broader cultural landscape, where social learning is affected by the content that is presented to users. When algorithms filter information, they interfere with traditional social learning strategies, leading to misperceptions about the world. Consequently, the need for transparency and accountability in algorithm design has become paramount, as researchers advocate for the development of alternative algorithms that promote fairness, equity, and diversity in digital spaces.

The Role of AI in Content Creation

AI technologies are revolutionizing content creation by automating and enhancing various processes across multiple media formats, including text, images, and videos. The integration of AI into creative workflows allows for significant efficiencies, with platforms like Canva and Lumen5 providing tools that simplify the end-to-end content lifecycle. These technologies generate ideas for social media posts, suggest variations for different audiences and objectives, and create high-quality content, thereby enabling marketers to save time and focus on strategic initiatives.