Publicity

From MarxWiki

John Berger defines publicity in his work, Ways of Seeing. He explains the publicity is usually justified as “a competitive medium which ultimately benefits the public (the consumer) and the most efficient manufacturers- and thus the national economy” (130). Thus publicity disguises itself by pretending that it offers consumers more choices between competing brands of a product. However, Berger contends that publicity really only offers one choice: to consume more. And only by consuming may we transform ourselves into something better. Publicity shows us an image of ourselves in the future, only more glamorous and thus enviable. As a result, publicity belittles our current selves. Because publicity makes people think they have choices, it “turns consumption into a substitute for democracy” (149). People are contented into thinking they have more political freedom then they really do because they have so many choices about what they eat, wear, and listen to. Thus people are more inclined to accept the harsh realities of the world and not work for change.