From the very beginning of their existence, film image as well as photographic one accompany ethnographic research. However despite this apparent closeness, the position of these images in the anthropology is rather ambivalent. This can be explained in a number of ways. On the one hand, sometimes the media are accused of representing other cultures and peoples in a far too simple way, imposing a single interpretation of reality. On the other hand they are accused of being a representation far too ambiguous. The author discusses the role of image and representation in anthropology, in the context of 'Gugara', a film by Andrzej Dybczak and Jacek Naglowski.