Abstract
The article substantiates one of the topical problems of visual research - the problem of ratio of the visual and the tactile. For this, referring to authoritative opinions of modern scientists, the author characterizes visual culture as medial. In a communicative act (even in the visual one), a material object that is present in reality is of great importance. The tactile and the visual work together in the act of perception and are not always easily discernible. On the basis of Gumbrecht’s ideas on changing the methodology of the humanities, the paper explains the process of perception through “production of presence”, juxtaposition of the object and the perceiver.
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