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Standard Critical Approaches
Content Analysis Semiotics Ideological Critique Discourse Analysis/Theory
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Approach: Content Analysis
Quantitative (counting!) technique measuring specific frequency of various occurrences Produces raw data
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Approach: Semiotics Sign = Signifier + Signified
Signifier = the word or speech sound (rain) Signified = mental concept (the concept of water droplets falling from the sky)
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Semiotics: Types of Signs
Iconic Indexical Symbolic
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Semiotics: Levels of Signification
Denotation = Literal Meaning (1st level of signification) -- that ring is literally compressed carbon encased in platinum. Connotation = Cultural Meaning (2nd level of signification) – that ring represents love, engagement, commitment
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Semiotics: Culture Bound
Signs are arbitrary cultural contructions Myth = transformation of historical into natural
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Approach: Ideological Critique
Ideology = a system of ideas and ideals Ideological Critique looks at cultural power and is focused on how meaning maintains the social order
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Ideological Critique: Marx
Social relationships are based on domination and injustice and these are seen as natural and inevitable by those who benefit least.
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Ideological Critique: Gramsci
Hegemony = process through which a group is able to claim, through consent, leadership or power throughout a society – it is not domination.
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Ideological Critique: Gramsci
Articulation = non-determinist approach (just because you’re in the military, doesn’t mean you’re politically conservative) Discursive Phenomenon = ideology is fragmented and contradictory and in flux Constructed Subjects = ideology creates new identities for us to occupy
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Approach: Discourse Analysis
Discourse = all forms of talk and texts Discourse analysis interested in texts themselves, rather than seeing texts as a way of “getting at” some reality behind the discourse
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