Visual anthropology is a field of applied cultural anthropology that studies and documents the visual manifestations of human behavior, processing data collected not only in ceremonies and customs but also in the myths, attitudes, and dreams of individuals and groups to which they belong.
The investigations conducted among homogeneous groups, social classes and ethnic groups have highlighted that a significant part of individual cultural models is expressed through visual rather than verbal acts: ranging from clothing and daily attitudes to the way of organizing the space around, from gestures and mimicry to the various expressions of figurative arts. Hence the study of the impact that modern means of visual communication have on the behavior of individuals and groups, to the point of developing methods that, using these means, can provide tools for orientation and social control.
On the other hand, visual anthropology applied to visual media allows us to process the data collected, identifying the negative effects, limitations and danger of distortion of reality of each of them. In the culture of the image, the study of man is increasingly making use of modern technological tools of visual documentation. In the light of this development, visual anthropology is affirmed both as a means of scientific investigation and as a means of artistic expression.