This course attempts to provide an approach to visual and written culture and the entanglement between both. The subject will deal with the follower aspect: - Western historical image and the construction of cultural modernity. - Representing otherness and its relation to western identity: opposition and hybridization. - The relationship between word and image in the emergence of cinema and contemporary art. - The irruption of mass media: cultural industry, popular culture and mass culture. Market and culture. - The construction of western canon in postmodernity. - Cinema, television and internet. Intermediality in visual and written culture. - Hegemony and performativity discourse: from domineering culture to alternative relations. - New scenographies: word, body and image.