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The Asian Media & Mass Communication Conference 2010 Osaka, Japan 3) The Iconological interpretation – the coder deduces intrinsic meaning and content from the inner structure of the picture, in reference to related literary texts and “knowledge of history of cultural symptoms or symbols in general” 4 It becomes clear that in each of the three steps the coder will be required to use three different knowledge banks in order to formulate a description. It also becomes clear that the steps of analysis recommended by Panofsky are structured around an increase in subjectiveness – from “practical experience (familiarity with objects and events)” 5 in the pre-iconographical description to “synthetic intuition (familiarity with the essential tendencies of the human mind)” 6 in the iconological interpretation. It is therefore important to consider how to work around the resulting subjectiveness when using Panofsky’s method in connection with the methods of qualitative content analysis. In order to provide a valid content analysis, any subjective interpretation should be avoided and therefore the results of the ekphrasis should be empirically tested for the degree of variation when compared with the results of other coders. The opposite approach, which I would like to use, attempts not to rely on a given analytical grid based on existing knowledge, but instead purposefully relies on the first impression and lateral understanding of the coder. Awareness of the subjective quality of the first impression affords distance in the following analytical stage of the description. The coder should hold on to his initial aisthetic impression and keep this clearly in mind at the beginning of the content analysis procedure. Such an approach is important in order for the specific nature of the journal covers’ visual material to be fairly analysed and so that in the second stage of analysis a certain distance from the research object can be achieved. 3. Exemplary analysis of parallel front pages from “Polityka” and “Der Spiegel” Following the end of the Second World War and subsequent efforts to stabilize political order, communication science was increasingly searching for enhanced approaches to explore mutual understanding between nations worldwide. The modernist idea that media coverage of other countries could also affect international relations formed the background for these efforts. 7 The role of the press in the production and dissemination of national stereotypes is highlighted in this report, which the nations themselves and other nations then maintain. It is under these circumstances that such stereotypes can be manipulated not only in a positive sense but also in a negative sense in order to create tensions and misunderstandings, an aspect that Merrill criticizes in his study of the topic. 8 Within the context of my research, comparative studies of such stereotypes are conducted using visual material from news journal covers spanning 1945 to 2010. 4 Panofsky, Erwin (1939): Studies in Iconology: Humanistic Themes in the Art of the Renaissance. New York; p 15 5 Panofsky, Erwin (1955): Meaning in the Visual Arts: Papers in and on Art History. New York; p 41 6 see above 7 White, Llewellyn/ Leigh, Robert D. (1946): Peoples speaking to peoples : A report on international mass communication from the Commission on Freedom of the Press. Chicago; p 1 8 Merrill, John C. (1959): The Foreign Press: A Survey of the World ́s Journalism. Louisiana; p 7 487
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Of the three most published political news journals in Germany (“Focus”, “Der Spiegel”, “Stern”) “Der Spiegel” will be used as the research object. The key criterion for this selection was the magazine’s historical continuity (first edition January 4, 1947) and the political and social influence of this journal. “Polityka” (First published January 2, 1957) was selected from the three most influential news journals in Poland as the second research object according to the same criteria. It is the only continuously published magazine in this category in Poland today. 488
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