<p>This paper examines the concept of the image act through the works of Leipzig-based artist Juliane Jaschnow and explores how images can act and exert effects on their viewers. Building on Horst Bredekamp’s theory of the image act, it argues that images should not be understood as autonomous agents but rather as communicative tools operating within specific contexts. The analysis focuses on Jaschnow’s exhibition <i>Incitement to Misrepresentation of True Facts</i> (2025). Through videos, sculptures, installations, and spatial arrangements, the study demonstrates how different media generate distinct forms of image agency. The paper further expands the image act debate by emphasizing the importance of the <i>iconic situation</i>, that is, the spatial, medial, and social conditions of reception. It concludes that the effects of images do not arise solely from their visual content but are fundamentally shaped by their modes of presentation, contextual frameworks, and embeddedness within cultural (visual) memories.</p>