Beginning with a close reading of Harun Farocki's Einfühlung, the author analyzes the formation of this tradition of empathy and the critical attitude towards it, with particular emphasis on the sense of failure and the retrospectiveness of the postulate of regaining the Einfühlung by the critical tradition. The author looks at the role of photographs of suffering bodies in the process of shaping the German public sphere during the Vietnam War. He tries to show the complexity of strategies critical of the mass media by reconstructing Farocki's polemics with terrorist movements. He analyses parodying the use of television aesthetics in Inextinguishable Fire (1969) and includes it into the tradition of fighting the tabloid media. He is interested in the reevaluation of the relation between the body and image, which enables reaching beyond the pattern of empathy by means of identification and the idea of “Einfühlung, which has caused the alienation effect.”