The so Called Visual Turn of Contemporary Culture – Myth or Reality?

The paper deals with aesthetic and sociological questions, posed by the increasing role of the visual in everyday cultural practices and particularly in contemporary art. In this context the theories of Jean Baudrillard and Guy Debord are mentioned critically. The conclusion of the author is that there is no reason to believe the problems of interpretation and the future of contemporary art are due to anything like specific visual turn of world culture nowadays. The visual leads to the rational, even to metaphysical if we are prepared to understand it