Transcript 2IV077 Media Analysis

2IV077 Media Analysis
Lecture 1: Introduction to
media analysis
Dr James Pamment, 5 November 2012
Course Content
The course gives an overview of the
methods and tools used for media
analysis. Theoretical perspectives,
methodology and practical methods will be
covered. Basic concepts in theory and the
philosophy of science are also introduced.
Specifically, the semiotic, hermeneutic,
rhetoric and narrative forms of media
analysis will be presented. The course
includes practical applications of the
analytical techniques.
Knowledge & Understanding
The aim of the course is to introduce main
research approaches and methods to media
and communication. After the course the
students should be able to
• demonstrate an understanding of the
principles and rationale of a range of research
paradigms
• recognize the advantages and
disadvantages of specific methods of analysis
Skills & Capacities
• formulate research questions, select appropriate
methods, make analysis using relevant theory
and method and write a research report
• apply research methods in the area media and
communication
Evaluative Capacity & Approach
• discuss and analyze ethical problems connected to
research in the area media and communication
• show awareness of risks and harms of different
research methods and designs in media and
communication research
Examination
Seminars
• Seminar 1: Semiotic, Narrative &
Discourse Analysis
• Seminar 2: Marxism, Ideology,
Psychoanalysis & Representation
Final Exam
• Take-home essay questions
Required Reading
Deacon, chs 1 & 4
Approaching research
• Empirical data / observation
• Qualitative or quantitative
• No single science of communication
• Interpretation
• Positivism contra constructivism
– Objective reality contra social reality
Approaches to Media (1)
•
Semiotics – linguistics
•
Narrative/Genre – film studies, cultural studies
•
Content/Discourse – cultural studies, sociology
•
Marxism/ideology – sociology, political science
•
Psychoanalysis – psychology, film studies
•
Representation – sociology, cultural studies
Approaches to Media (2)
Semiotics
• How is a text constructed?
• What is a text trying to say?
• How do we decipher a text?
Approaches to Media (3)
Narrative & Genre
• How is a text constructed?
• How do we decipher a text?
• How does a text fit within culture/
industry?
• How does a text challenge or meet our
expectations?
Approaches to Media (4)
Content / Discourse
• What messages does a text contain?
• What are the power relations in a text?
• How does a text relate to a culture/
society?
• How does a text reinforce/ challenge the
status quo?
Approaches to Media (5)
Marxism / ideology
• What are the power relations in a text?
• How do representations of power in
texts relate to society?
Approaches to Media (6)
Psychoanalysis
• How do we interpret texts?
• What are the cultural biases that are
expressed in texts?
Approaches to Media (7)
Politics of representation
• How are different groups represented in
texts?
• How do representations of minorities in
texts shape culture/ society?
Approaches to Media (8)
There is no ‘best’ or ‘correct’ approach for
analyzing media
Choice of method is determined by the context,
questions and the material
• Each approach has strengths & weaknesses
• Each approach refers to a wider academic field
Schedule (1)
Today
• Introduction to Course (10-12)
• Semiotic Analysis (13-15)
Schedule (2)
Tomorrow
• Narrative & Genre Analysis (10-12)
• Content & Discourse Analysis (13-15)
Schedule (3)
Monday 12th
Seminar 1 (10-16)
• Presentation of a media analysis using
a choice of method from lectures 2-4
• More information on Tues 6th pm
Schedule (4)
Tuesday 13th
• Marxist Analysis & Ideology (10-12)
• Psychoanalysis: Freud & Jung (13-15)
Wednesday 14th
• Politics of Representation (10-12)
Schedule (3)
Thursday 22nd
Seminar 2 (10-16)
• Presentation of a media analysis using
a choice of method from lectures 5-7
• More information on Weds 14th
Schedule (5)
Thursday 22nd
Exam Questions Published
Thursday 29th
Exam Questions Uploaded
• Choose groups of 3
• Pick time for seminars
– 10:15 – 11:45 (4)
– 12:30 – 14:00 (4)
– 14:30 – 16:00 (4)