The article deals with the main approaches to the interpretation of the texts of European magazines and, in particular, the German magazine "Der Spiegel". Particular attention is paid to the specific pragmatics of texts, based on the cultural stereotypes, such as human rights (social individualism), tolerance and personal freedom. The journal policy, structure of European society and publicistic texts are closely linked. The introduction of extra-textual elements, the choice of plot, narrative style and emotional expressiveness of the text are based on the magazine's liberal policy and the need of actualization of the European values.