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Abstract: The article observes the effects of the so called Visual/Iconic/Pictorial Turn (Martin Jay, W. J. T. Mitchell and Gottfried Boehm) on the social and human studies summarizing in comparative perspective two approachs to visuality proposed in the beginning of the XXI c. in Anglo-Saxon and German speaking academic world. The study analyses Peter Burkе’s idea about "historical anthropology of images” and the Horst Bredekamp’s “Theory of the iconic acts” in order to show their potential to define two innovative models of cultural history and social critique.
Key words: cultural history; cultural theory, visual turn, visual culture