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The appropriation of Western visual media technology by indigenous peoples around the world, particularly in Australia, North America, and the Amazon Basin, has drawn the attention of anthropologists impressed with how such people have utilized visual self-representation as a mode of empowerment, political assertion, and cultural revival in the face of Western cultural and economic imperialism. In this paper I maintain, however that there are different relationships between signs, concepts, and sociality in different cultures and that visual media have embedded within them their own Western ontology of these semiotic relations. Anthropologists have by and large not sufficiently problematized their own participation in this modern ontology of representation, and they assume that it is the same framework as that operating in the representational practices of the indigenous peoples on which they focus their attention. I situate a critique of Western visual representation within the progress of marxist theory in the 20th century. I go on to suggest that a dialectical approach to this phenomenon preserves the anthropological perspective on non-Western ritual, art, and representation that was bequeathed to us by Victor Turner and is still an essential component of the "anthropological lens." [ABSTRACT FROM AUTHOR]