In the public discourse, cinematic views on the analysis of movies traditionally prevail. The author suggests another approach: in the course of the experiment aimed to reveal the audience's perception of the film „Welcome to Zombieland the author discovers an atypical interpretation of this horror film as an instrument of educating the young generation, those features of the ideological message of the film that can transform any genre into, it would seem, its complete opposite - a collection of contemporary society norms and behavior patterns. The main conclusion of the article is that the perception of a film is a complex social action which always goes beyond any cinematic interpretations.
The article considers the strategies of visual data collection and analysis in the feld research focused on the examination of an industrial neighbourhood. Sociologists frequently use visual data in their studies, however, they rarely realize methodic reﬂection regarding the procedures of visual data collection and analysis. This article flls this gap and contributes to the reﬂection on methods of collection and analysis of visual information. The authors make a special emphasis on the methods of participant observation, biographical stroll and mental mapping.
Building on the empirical data the article demonstrates the procedures of multifaceted qualitative analysis that allows moving from redundant description towards analytical comparison and classifcations (e.g. comparison between visual and textual data, generation of multidimensional maps, ranking of the examined objects). Authors suggest using complementary strategies in the analysis of observations, biographical strolls and mental maps manifested in frequencies calculation of the elements of the city image; building classifcations of photographs, maps and schemes; combination of visual and textual interpretations of maps constructed by the researcher, as well as by the informant, in situational contexts. The authors show the potential and restrictions of each of the abovementioned methods on the example of the feld research of an industrial neighbourhood. They conclude that the methodical triangulation allows enriching interpretations and enhancing the quality of the outcomes.