Media Analysis Techniques

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2011-06-29
  • Publisher: SAGE Publications, Inc
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In the Fourth Edition of Media Analysis Techniques, author Arthur Asa Berger once again provides students with a clearly written, user-friendly, hands-on guide to media research methods and techniques. The book empowers readers to make their own analyses of the media rather than just accept how others interpret the media. Media Analysis Techniques begins by examining four techniques of media interpretation-semiotic theory, Marxist theory, psychoanalytic theory, and sociological theory-that Berger considers critical for creative people to acknowledge if they are to understand how their creations translate to the real world. Application chapters then link popular culture to these four theories. Written in an accessible style that demystifies complex concepts, it includes a glossary, study guides, and the author#xE2;#xAC;"s own illustrations.

Table of Contents

Prefacep. xi
Acknowledgmentsp. xv
Techniques of Interpretationp. 1
Semiotic Analysisp. 3
A Brief History of the Subjectp. 3
The Problem of Meaningp. 5
Social Aspects of Semiotics: The Individual and Societyp. 6
Saussure on the Science of Semiologyp. 7
Signsp. 8
Forms of Signsp. 11
Signs and Advertisingp. 12
Material Culturep. 12
Objects and Identityp. 13
Activities and Performancesp. 13
Music and Sound Effectsp. 14
Signs and Truthp. 14
Facial Expressions as Signsp. 15
Hyperrealityp. 16
Language and Speakingp. 17
Connotation and Denotationp. 18
The Synchronic and the Diachronicp. 20
Syntagmatic Analysisp. 22
Paradigmatic Analysisp. 27
Intertextualityp. 29
Dialogical Theoryp. 30
Metaphor and Metonymyp. 31
Codesp. 32
Semiotics of the Television Mediump. 35
Some Criticisms of Semiotic Analysisp. 37
A Checklist for Semiotic Analysis of Televisionp. 37
Study Questions and Topics for Discussionp. 38
Annotated Bibliographyp. 39
Marxist Analysisp. 45
Materialismp. 46
The Base and the Superstructurep. 48
False Consciousness and Ideologyp. 49
The Frankfurt Schoolp. 51
Class Conflictp. 52
Alienationp. 55
The Consumer Societyp. 57
John Berger on Advertisingp. 60
Bourgeois Heroesp. 61
Hegemonyp. 62
The Problem of Media Consolidationp. 65
The Danger of Being Doctrinairep. 66
Grid-Group Analysisp. 68
Marxist Criticism in the Postmodern Worldp. 70
Study Questions and Topics for Discussionp. 71
Annotated Bibliographyp. 71
Psychoanalytic Criticismp. 75
The Unconsciousp. 75
Sexualityp. 78
William A. Rossi on Sexual Aspects of the Foot and Shoep. 79
The Oedipus Complexp. 80
On the Importance of Mythp. 83
Id, Ego, and Superegop. 84
The Structural Hypothesis Applied to Culturep. 86
Symbolsp. 87
Defense Mechanismsp. 89
Dreamsp. 91
Condensation and Displacementp. 93
Aggression and Guiltp. 94
Stereotypes and Aggressive Humorp. 96
Freud and Beyondp. 97
Jungian Psychoanalytic Theoryp. 98
Archetypesp. 98
The Collective Unconsciousp. 98
The Myth of the Herop. 99
The Shadow Element in the Psychep. 99
The Anima and the Animusp. 100
Psychoanalytic Analysis of Media: A Cautionary Notep. 101
Study Questions and Topics for Discussionp. 102
Annotated Bibliographyp. 102
Sociological Analysisp. 107
Émile Durkheim on Our Social Naturep. 108
Some Basic Conceptsp. 110
Alienationp. 110
Anomiep. 110
Bureaucracyp. 111
Class (Socioeconomic)p. 111
Culturep. 112
Deviancep. 113
Elitesp. 114
Ethnicityp. 114
Functionalismp. 114
Lifestylep. 116
Marginalizationp. 116
Mass Communication and Mass Mediap. 117
Mass Societyp. 117
Postmodernismp. 119
Racep. 120
Role (Social)p. 121
Sex (Gender)p. 122
Socializationp. 122
Statusp. 124
Stereotypesp. 125
Valuesp. 125
Uses and Gratificationsp. 126
Genres and Formulasp. 133
Content Analysisp. 135
Leo Lowenthal on Content Analysisp. 135
Study Questions and Topics for Discussionp. 138
Annotated Bibliographyp. 139
Applicationsp. 143
Murderers on the Orient Expressp. 145
Organizing a Mysteryp. 145
Detectives as Semioticiansp. 147
Social and Political Dimensionsp. 148
Poirot as Revolutionaryp. 149
Study Questions and Topics for Discussionp. 151
Seven Points on the Game of Football (And Some Interesting Statistics)p. 153
Football Is a Game of Signsp. 153
Instant Replay and the Modern Sensibilityp. 154
Football Socializes Usp. 155
Statistics About Televised Footballp. 157
Why Baseball Is Boringp. 158
Football as an Alternative to Religionp. 160
The Marxist Perspectivep. 161
Football and the Psychep. 162
Concluding Remarksp. 164
Study Questions and Topics for Discussionp. 165
The Maiden With the Snake: Interpretations of a Print Advertisementp. 167
Signs in Signs: A Primer on Applied Semioticsp. 167
The Maiden in Paradise: A Case Studyp. 169
A Paradigmatic Analysis of the Fidji Advertisementp. 174
Psychoanalytic Aspects of the Fidji Textp. 175
An Aside on Moisturizers and Anxietyp. 176
Final Comments on Perfume and Anxietyp. 177
Study Questions and Topics for Discussionp. 178
All-News Radio and the American Bourgeoisiep. 181
News and Alienationp. 181
News and Ruling-Class Ideologyp. 183
Commercials and Anxietyp. 184
Caught in the Middlep. 184
News From Internet and Social Mediap. 185
Study Questions and Topics for Discussionp. 186
Video Games: A New Art Formp. 189
Are Video Games an Art Form or a Medium?p. 192
New Technologies and Video Gamesp. 193
Janet Murray on Interactivity and Immersionp. 194
Video Games and Addictionp. 195
Video Games and the Problem of Violencep. 196
Social and Physical Problems Caused by Video Gamesp. 197
Video Games and Sexualityp. 198
Conclusionsp. 199
Study Questions and Topics for Discussionp. 200
Cell Phones, Social Media, and the Problem of Identityp. 201
An Epiphanyp. 202
Media Use by 8 - to 18-Year-Oldsp. 202
Social Mediap. 204
A Psychoanalytic Perspective on Youth and Social Mediap. 205
The Cell Phone as Sign: A Semiotic Perspectivep. 208
Marxist Perspectives on Cell Phonesp. 209
Conclusionsp. 210
Study Questions and Topics for Discussionp. 211
Epilogue: Shmoos and Analysisp. 213
Study Questions and Topics for Discussionp. 214
Appendix: Simulations, Activities, Gaines, and Exercisesp. 217
Anatomy of a Talep. 217
Paradigmatic Analysisp. 218
A Lévi-Straussian Analysis of Upstairs, Downstairsp. 219
Steps in Playing Lévi-Straussp. 219
Dream Analysisp. 220
Writing a Therapeutic Fairy Talep. 220
Origin Talesp. 221
Radio Scriptsp. 222
Television Narrative Analysisp. 222
The Propp Gamep. 223
An Examplep. 224
Metaphorsp. 224
How to Play the Metaphor Gamep. 225
Things to Considerp. 226
Advertising Analysisp. 226
Playing Aaron Wildavskyp. 227
Textual Analysisp. 229
Semiotic Analysisp. 229
Marxist/Ideological Criticismp. 230
Psychoanalytic Criticismp. 230
Sociological Criticismp. 230
Glossaryp. 231
Referencesp. 247
Author Indexp. 253
Subject Indexp. 255
About the Authorp. 259
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