Book excerpt: Offering an alternative mode of visual cultural analysis to the prevalent discursive model, this book proposes to situate analysis of Image within ‘formal’ analyses of culture experience. Specifically, the discussion draws on theories of affective aesthetics with the view of addressing the sensual form of culture (i.e. ‘cultural form’). Therefore, the volume puts forward a mode of formalist analysis in visual cultural research which takes purchase on the idea of ‘cultural form’. A continuum of formalist attention between Image analysis (visual media, industrial design) and probing of ‘cultural forms’ establishes the theoretical underpinning of the book. These concepts are expounded through a case study which looks at formal experimentations and debates arising from 1960s avant-garde artistic practices in London.