Abstract: At the beginning of the 20th century, the Linguistic Turn changed the history of Western thought by moving the object of study from speech to language. This not only resulted in the revolutionary transformation of modern linguistics research from looking at the external to the internal, but also in the general trend in humanities research of turning inwards. The advent of the era of visual culture gave rise to the Pictorial Turn, which shifted the centre of contemporary culture from language to the picture. By examining the rationale behind the movement from the Linguistic to the Pictorial Turn, we can gain insight into the transformation of poetic discourse.
Key words: Linguistic Turn; Pictorial Turn; literary theory transformation; reflection
