Currently, visual sociology is defined as a sub-field of qualitative sociology. This paper argues that such a view is too narrow and that the field is actually composed of three distinct, yet logically related, areas of investigation. The first is Seeing, or the study of role of sight and vision in the construction of social organization and meaning. The second is Iconic Communication, or the study of how spontaneous and deliberate construction of images and imagery communicate information and can be used to manage relationships in society. The third area I have termed Doing Sociology Visually and is concerned with how techniques of producing and decoding images can be used to empirically investigate social organization, cultural meaning and psychological processes. It includes those techniques, methodologies and concerns that have received the most attention to date and where the camera and other technologies of representation have played a crucial role in the analytic process.