AMERICAN AND SOVIET THEMES AND VALUES: A CONTENT ANALYSIS OF PICTURES IN POPULAR MAGAZINES

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 20, Heft 1, S. 314-320

Abstract

An analysis of the subject matter of the pictures published in the US illustrated magazine, Life, & the analogous Soviet publication, Ogonek, showed a similar profile & at the same time signif diff's of detail. The pictures were classified into 9 categories: theoretical (pure science & other forms of search for knowledge), econ (including applied science), aesthetic, religious, social, political, avocational achievement, `tensavoidance' (a term coined to designate acts that serve to release tension) & educ. Both Life & Ogonek devoted a very small part of their space to theoretical, religious, & educ'al subjects. Both devoted somewhat over 20% of their pictures to politics. The signif diff's were to be found in the greater weight attached to econ subjects by the Soviet publication (27.6% as compared to 16% for Life) & in the much lower importance attached to tensavoidance' (18% for Ogonek as compared to 30.8% for Life). In the latter case, the difference in quality was even more signif than the difference in quantity: not only did Ogonek devote much less attention to recreational activities, but such pictures as were published in this domain showed only organized forms of recreation; there was not a single instance of pencil-biting or any form of nervous distraction. The conclusion is that the Russian periodical presents the posed ideal of the Soviet prototype whereas Life tries to show real behavior patterns. IPSA.