The discipline basically concentrates on two things:

• Images as Research: This is pretty self-explanatory. Sociologists are increasingly integrating (rarely the sole source of research data) visual media in the research process. The use of videotape/film allows more natural observation of social interaction which makes field work more permanent. This is good because it allows a wider range of people to observe the same data firsthand. This way you can reuse expensive research at the primary level instead of the abstraction that secondary referrence often leads to. Overall this is a valuable asset to the field of sociology. All too often sociological fieldwork is filed under "fruity" and disregarded by others involved in research. A video record allows for more objective and interdisciplinary use of interviews and observations.

• Studying Images in Sociological Context: Since images are so pervasive around the world, they are often used as actual data in research world. Images often encapsulate time sensitive context in a way that few other mediums do. The images used in advertising are frequently examined and used to contrast ideals and realities in sociological context.