Abstract: The subject of this study is the transformation of modern culture associated with the visual turn. Using the dialectical method and systemic analysis, the author determines the trends in transformation of modern culture. The goal of article is to demonstrate the essence such changes, their vector and impact upon individual and society. The factors of transformation, its manifestations, and consequences are revealed. The works of the representatives of philosophy, culturology, sociology, history, etc. comprise the theoretical framework for this research. The empirical base contains the results of sociological survey conducted 2020 on the premises of two universities in the Altai Krai. The novelty consists in identification of the trends of cultural transformation under the influence of visual turn, their positive and negative consequences for individual and society, as well as generalization of numerous manifestations of these trends. The main conclusion of this study is the author's position about serious and contradictory transformations in society under the influence of visual rotation. The impact of visual rotation has both positive and negative development trends and their consequences. Among the positive effects of the visual turn, the author highlights stimulation of the development of visual thinking, which depends on functioning of the right brain. The author also indicates negative consequences of the visual transformation of culture. Perception through images weans people from thinking. Receiving information through images, rather than through speech, increases the clipping nature of consciousness. This entails the possibility of formation of an individual subject to manipulation. The presentation of images on the Internet and arrangement of visual series develops the habit of expecting “the solution of your problems by someone else” in the situation of choice. Another consequence of the transition from logos to image is the formation of prerequisites for “easy” submersion into virtual situations.