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The New Visibility

University of Cambridge, UK

This article examines the characteristics of a new form of visibility which has become a pervasive feature of the modern world and which is linked to the development of communication media. With the development of the media, the visibility of individuals, actions and events is severed from the sharing of a common locale: one no longer has to be present in the same spatial-temporal setting in order to see the other or to witness an action or event. The rise of this new form of mediated visibility has transformed the relations between visibility and power. Thanks to mediated visibility, political rulers are able to appear before their subjects in ways and on a scale that never existed previously. Skilful politicians exploit this to their advantage; with the help of their PR consultants and communications advisers, they seek to create and sustain a basis of support by managing their visibility in the mediated arena of modern politics. But mediated visibility is a double-edged sword: it also creates new risks for political leaders, who find themselves exposed to new kinds of dangers. Hence the visibility created by the media becomes the source of a new and distinctive kind of fragility. However much political leaders try to manage their visibility, they cannot completely control it: mediated visibility can slip out of their grasp and can, on occasion, work against them.

Key Words: communication • power • scandal • space • visibility

Theory, Culture & Society, Vol. 22, No. 6, 31-51 (2005)
DOI: 10.1177/0263276405059413


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