The paper examines the complex phenomena in contemporary visual culture and media-mediated world. At the same time, the text critically responds to the hypothesis about the growth and development of visual culture in the era of total mediatization. In fact, the dialectic nature of visual culture is considered here through the mediation of conflict and its two characteristic moments: the moment of alienation, and the moment of critical and potentially subversive activity. Thus, the dialectic nature of visuality in today's age can be guided by principles of hope and revolution, or those of destruction, with help of market rules and operation of media culture.
