Visual recording of communication processes between communities or individuals by means of filming of photographing is of significant importance in anthropology, as it documents on site the specific features of various social communities in their encounter with the researcher. In terms of film industry, it is a sort of ethno-documentary pursuing originality and objectivity in recording the given subject, thus fulfilling the research mission. However, the potential of visual anthropology significantly exceeds the mere audiovisual recording of ethnologic realities. Modern methods of analysing and evaluating the role of visual anthropology suggest that it is a technical research service aimed at documenting the status quo. If the direction of proactive approach were taken, then the term ,visual anthropology' could be changed to ,anthropology of the visual,. This apparently cosmetic change of name is actually significantly more accurate, suggesting the denoted proactive swift in perceiving visual anthropology, where visual methods are employed to ,provoke< the reaction of an individual or of the community. In this way the "anthropology of the visual, is promoted to a new scientific sub-anthropological discipline.