Cultural noise and the zeitgeist
Sontag's argument takes a close look at the way photography grew in public perception as the "zeitgeist" unfolded through time. Zeitgeist is a word referring to the cultural meta-narrative of the times. For instance, Warhol's art seems to capture something essential about public opinion, because he was regarded by the zeitgeist as a kind of artistic prophet. Sontag says this force of culture is often harmful.
The imagery of photography
The imagery of photography is certainly evident in this book. Through her approach, we learn that photography is very suggestive. Again and again, the power and beauty of a photograph can be seen to be the key determiner in the success or failure of a photograph in the zeitgeist. This imagery is a warrant for her argument that the reader should be skeptical of what they see.
Portraits of conspiracy
When the government intentionally depicts a narrative they know to be false, Sontag views that as artistic conspiracy against the people. She portrays the field of photography as a kind of battlefield where no one is above reproach. The government conspired again and again to influence the public into believing something technically false, but Sontag takes the depiction of conspiracy further, explaining the way a photographer constructs the photo to say whatever they want.
The imagery of the 1970's
Perhaps the most poignant imagery is the local cultural imagery of the 1970's. In the art scene, photography began to be regarded as a kind of high art. In other words, Sontag uses the imagery of the 1970's to suggest that American culture had to discover the true power of photography on the public over time. The examples of government corruption go back to the Great Depression, so there is at least a 50 year period when photography was not known for its actual effectiveness.
