Three Types of Media Analysis
(examples from week on ads)
Approaches popular media items as texts and looks for the underlying meanings of the signs or symbols in texts.
Semiosis = meaning
Latent content versus
Approaches media as having both a manifest content that readers are conscious of while it also has hidden messages which are understood by the subconscious minds of readers.
Looks at popular media by trying to find out what ordinary consumers of the media make of it. It depends on surveys and especially on interviews or participant observation of people using the media.
Reading (i.e. what is the reading made by a particular viewer)
In depth interview