Today the academic community gets initiated to visual sociology as it did earlier to visual anthropology. Such disciplinary expansions can be made in many ways, provided that there should not be a major conflict with parental discipline. However, there is no agreement among social theorists on the meaning of visual turn and visual methods it has to offer social sciences. The author suggests that the photograph (writing with light) can be regarded not only as a subject for further analysis, but as the analysis realized.

Key words: optical media, image and picture, photos and social reality, power of images and pictures.