Is there any difference between the widely discussed ‘pictorial turn’ and the emerging ‘iconic turn’? If so, does it matter? The answers to these questions are positive if we look at the problem from a cultural sociological point of view. It has been observed that the concept of the ‘iconic turn’, coined by a German philosopher Gottfried Boehm, may capture more effectively the sense of life attributed to visual objects than W.J.T. Mitchell’s famous ‘pictorial turn’. This article endorses this conjecture and provides a theoretical context for its justification. It thus contributes to the emerging debate about the paradigm shift in studies of visual culture.