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<p>This essay discusses the image-theoretical discourse that emerged at the end of the 1990s –&#xa0;commonly referred to as the visual (pictorial, iconic) turn&#xa0;– and examines its relationship, first, to the so-called linguistic turn and, second, to the theory of language and the sign. It will be shown that both points of reference are problematic. The linguistic turn does not, as the pictorial turn assumes, reproduce the Platonic devaluation of the image, nor does it seek to demonstrate the cognitive superiority of language over the image as a&#xa0;medium of knowledge. Equally, it is not admissible –&#xa0;as the visual turn intends&#xa0;– to develop a&#xa0;concept of the image that grounds its claimed superiority over language and sign in two reductions: the reduction of the sign to a&#xa0;merely mimetic, i.e. representational, medium, and the reduction of language to an ensemble of propositional sentences. The analysis of both reductions serves as the basis for an argument in favor of continuing the debate beyond the word-image dualism.</p>

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Der ›Schatten des Logos‹. Die ›Wende zum Bild‹ und das Problem der Sprache.

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  • 发表日期：

    2026年7月30日

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  • Ludwig Jäger

摘要

This essay discusses the image-theoretical discourse that emerged at the end of the 1990s – commonly referred to as the visual (pictorial, iconic) turn – and examines its relationship, first, to the so-called linguistic turn and, second, to the theory of language and the sign. It will be shown that both points of reference are problematic. The linguistic turn does not, as the pictorial turn assumes, reproduce the Platonic devaluation of the image, nor does it seek to demonstrate the cognitive superiority of language over the image as a medium of knowledge. Equally, it is not admissible – as the visual turn intends – to develop a concept of the image that grounds its claimed superiority over language and sign in two reductions: the reduction of the sign to a merely mimetic, i.e. representational, medium, and the reduction of language to an ensemble of propositional sentences. The analysis of both reductions serves as the basis for an argument in favor of continuing the debate beyond the word-image dualism.