Learning to think iconically in the human and social sciences: iconic standards of understanding as a pivotal challenge for method development.

Theoretically as well as alongside an empirical research idea, this paper outlines conditions for the development of social scientific empirical methods able to further exploit the iconic potential of the image. Reconstructing the role of formal pictorial elements for the standards of understanding within the medium "image" is considered pivotal in this endeavor. Within the context of language, standards of communication have already been extensively researched. The linguistic format of the narrative, for instance, is well studied. Up to now, though, comparable formal vehicles of iconic semantics have only been examined in aesthetics and art history. Nevertheless, standards of iconic understanding are part of our implicit knowledge, are incessantly in use in everyday practice and, thus, the basis of everyday identity formation. With the help of empirical methods based on an iconic logos we can deepen our understanding of orientations, longings, and anxieties of our time that are often silently conveyed by images. Fashion will be outlined as a prototypical field, in which an empirically based development of such methods might start off.