The Gift Economy, Anarchism and Strategies for Change
Terry Leahy's website
Lecture: What is Conservative/ Respectable/ High Status Dress?
Lecture: The Media as Dominant Ideology
Lecture: Postmodernism
Lecture: Can Ads Ever Be Radical?
Lecture: Types of Media Analysis
Lecture: Is Xena a Feminist Heroine?
Lecture: Radway's approach to Romance Novels
Lecture: Popular Media as Patriarchal Ideology
Lecture: The Debate About Madonna
Lecture: Soap Operas and Feminism
Lecture: Walkerdine on Rocky
Lecture: Feminist Arguments Against Pornography
Lecture: Types of Media Analysis

Three Types of Media Analysis

(examples from week on ads)

A: Semiotic

Approaches popular media items as texts and looks for the underlying meanings of the signs or symbols in texts.

Key words

Meaning
Sign
Signifier
Signified
Semiosis = meaning
Latent content versus
Manifest content
Barthes
Representation
Text

e.g. Williamson

B: Psychoanalsyis

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.

Key words

Psychoanalysis
Freud
Unconscious
Subconscious
Oedipus complex
Electra complex
Voyeuristic
Scopophilia
Repression
Sublimated
Sadistic

e.g. Gibson

C: Ethnographic

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.

Key words

Ethnography
Interview
Reading (i.e. what is the reading made by a particular viewer)
Survey
In depth interview
Participant observation
Audience
Study
Transcription

e.g. Currie

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