Visual competence: a new paradigm for studying visuals in the social sciences?1

This introductory article provides an overview and theoretical anchor for the following contributions in this special issue. The article discusses, first, the necessity for introducing a new research paradigm – ‘visual competence’ – in the social sciences (anthropology, communication science, media and social psychology, political science, sociology), arguing that the actual transformations of reality triggered by processes of globalisation and digitisation require a closer scrutiny of the visual. In a second step, the new paradigm ‘visual competence’ is introduced, focusing on four dimensions: visual production, perception, interpretation and reception competencies. A new model, the visual competence cycle, is suggested. The article concludes with a specific application example for studying visual interpretation competence in a case study of the humanising and de‐humanising effects of portraiture.