Аннотация:While traditionally imagology is concentrated on hetero-images of nations, its research agenda should also embrace the images of social and professional groups as far as their members collectively define themselves against others who consider them to be special groups with some peculiar characteristic. Such images are widely represented and replicated in different types of texts in literature, cinema and other media. This talk discusses methods that we use, analyzing images of scientists represented in literature and mainstream cinema (namely TV series). Among the methods there are content analysis of literary texts, semiotic analysis of visual images, stylometry used for examining linguistic portraits of literary and televisual characters.