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 12 th 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 14 th Politics of Representation (10-12)

Schedule (3) Thursday 22 nd 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)