Although he never appears in the novel, and despite not truly existing, the figure of Big Brother looms large in the sight of Winston Smith. Big Brother is presumed to be the leader of Oceania, an incredibly important figure. Wherever he turns, Winston Smith sees the posters of the totalitarian figure with the caption, "Big Brother is watching'. Part of the very fabric of society, his image is stamped on coins, broadcast on the ceaseless telescreens, and people cannot avoid them at all. Winston Smith hates what he sees and feels powerless compared to the omnipresence of Big Brother.