The article discuses the issue of the relation between myth and image from the perspective of various trends in modern humanities which are responsible to the socalled iconic turn. It is based on the general claim that an image is not a text, therefore an analysis of this relationship must consider topics characteristic of the problems of imagery. Philosophical background for the analysis is based upon two traditions, the one of Cassirer’, the other of Bachelard’s. The paper refers also to contemporary writings in anthropology of image, Bildwissenschaft and other ideas related to the iconic turn. It also discusses the difference between “image” and “picture”; the anthropological impact of images; the comparison between mythmagical images and the so-called “new” images, as well as the issue of myth-derived forms. It also deals with the characteristics of contemporary myth-derived image forms and their particular status in iconosphere.