Visual culture is a cultural form gradually derived from seeing as the center, which has distinct ideology. Visual culture is the practice of visual expression carried out in the cultural system of visual symbol construction, which contains many implicit but not obvious ideological implications and value concepts. Visual culture enters people's daily life space through mass consumption, and with its unique communication advantages, it imperceptibly calls and questions the mass groups to realize some ideological identity. Visual culture is the unity of instrumental rationality and value rationality. It not only has the construction function of dominant ideology and mainstream values, but also has the negative effects of image hegemony and visual illusion, consumerism and entertainment. Therefore, it is necessary to strengthen the scientific guidance, value guidance and system guarantee of visual cultural ideology, actively play the construction function of visual cultural ideology, and effectively restrain the negative effect of visual cultural ideology.