Abstract
Media texts can be analyzed and interpreted from different theoretical resources and using different methodological tools. The starting theoretical frameworks of a qualitative research and the associated methodological tools, and in a broader context, individual communication competencies, including the items such as faith or prejudices, determine and define how to interpret media texts. The postmodern concept of a social reality as a product of narrative activities and narrative analysis represent promising interpretative models and keys to media texts. The aim of the study is to explain these resources and methodics of interpretation of static visual image texts – photos, fine-art paintings, illustrations, and posters that have become the basic teaching tools in textbooks or video data presentation, from these viewpoints.
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