In an era when the face-to-face is typically articulated institutionally (family, workplace), the situation exists for the most part as mediated. So that the situation which confronts us is spectacle. Thus the first ethical imperative is to enter a relation with the media of mediation. Not to identify with, or to treat as transparent, but to confront.
Hence the critical nature of image ethics: there is no 'first' in First Philosophy when everything is always already mediated.