W A Y S · O F · S E E I N G

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The text that accompanies these photographs says that these refugees need more help than any others in the world. The writer appeals to the public conscience. But if I turn the page again, the inadequacy of such appeals becomes obvious. The words and pictures on these pages all appear to be real and all belong to the same language: the text, the photographs taken in Pakistan, the photographs taken for the publicity, the editing of the paper, the layout, the printing, all are elements of the same culture - our culture. Yet, between each page there's such a fissure, such a disconnection, such incoherence, that one can only say this culture is mad.
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John Berger on publicity, Ways of Seeing (episode 4)