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12 FEBRUARY 2018

Media content analysis: Its uses; benefits and best practice methodology

Macnamara, J. R. Media content analysis: its uses, benefits and best practice methodology [online]. Asia Pacific Public Relations Journal, Vol. 6, No. 1, 2005: 1-34. Availability: ISSN: 1440-4389.

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2005academic journal • Asia Pacific Public Relations Journal • Bernard Berelsonbest practicecontent analysiscritical analysis • Critical Discourse Analysis (CDA) • Daniel Lerner • discourse analysis • Ellen Hijams • Harold Lasswell • hermeneutic narratology • hermeneutic tradition • interpretative analysis • Ithiel de Sola Pool • Jim Macnamara • journal articleliterary studiesmass mediameaning • media content analysis • media researchnarrative • narrative analysis • narratology • Pamela Shoemaker • propaganda • qualitative content analysis • qualitative message analysis methods • quantitative analysisresearch methodrhetorical analysis • semiotic analysis • Stephen Reese • storytelling • structure and choice of words • text analysis

CONTRIBUTOR

Simon Perkins
16 NOVEMBER 2014

In cognitive linguistics metaphors are not simply stylistic devices but processes which enable understanding through the mapping of source domains onto target domains

"The conception of metaphor in cognitive linguistics contradicts the conception of metaphor in literary studies in fundamental ways: Metaphor is not a stylistic device, but an experiential and cognitive process, in which we use properties, relations, and entities that characterize one domain of experience and/or knowledge (source domain) to understand, think, plan, and talk about a second domain (target domain) that is different in kind from the first. [7]

According to CMT [conceptual metaphor theory], source domains come from everyday bodily perception and movement. They are grounded in embodied experience (grounding hypothesis). Source domains are needed to make sense of target domains. By definition, a conceptual metaphor is a unidirectional mapping across cognitive domains. The mappings are tightly structured and structure from a source domain is (partially) mapped onto a target domain. The mapping is highly selective, as there are ontological correspondences according to which entities in the source domain (agents, objects, trajectories and so forth) systematically correspond to entities in the target domain. The point is, that we do not copy structure from SD [source domains] to TD [target domains], but we import whole sets of knowledge / inferences / entailments from the source domain into the target domain. The mapping does not work according to an arbitrary rule, but it is a tightly packed, highly selective and constrained process that allows us to reason about abstract domains. [7]"

(Alexandra Jandausch, 2012)

[7] Lakoff, George (1997): "Women, Fire, and Dangerous Things: What Categories Reveal about the Mind". Chicago: University of Chicago Press.

Jandausch, A. (2012). "Conceptual Metaphor Theory and the Conceptualization of Music". 5th International Conference of Students of Systematic Musicology. Montreal, Canada.

Fig.1. The Roy Castle Lung Cancer Foundation, Passive Smoking: Shotgun [http://adsoftheworld.com/media/print/the_roy_castle_lung_cancer_foundation_passive_smoking_shotgun].

[The source domain in the following image refers to the concept of a shotgun, which through its mapping onto the target domain of the cigarettes communicates the idea that smoking kills.]

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2012 • abstract conceptual relations • Alexandra Jandausch • analogue correspondence • argument is war • automated metaphorical mappings • basic metaphor theory • bodily movement • bodily perception • cognitive domain • cognitive linguistics • cognitive process • conceptual correspondence • conceptual domainconceptual metaphor • conceptual metaphor theory • conceptualisation of music • cross-modal metaphor • domain of experience • domain of knowledge • embodied experience • experiential process • Friedemann Pulvermuller • George Lakoff • Gilles Fauconnier • grounding hypothesis • image schema theory • image schemas • inference • inference patterns • Jay Seitz • Jean Mandler • literary studies • love is a journey • mapping • mappings • Mark Johnson • Mark Turner • metaphor • metaphoric relations • Michael Tomasello • mnemonic • movement-movement metaphor • musicology • ontological correspondence • patterns of semantic change • perceptual-affective metaphor • perceptual-perceptual metaphor • polysemyrepresentational thinkingrepresentational thinking expressed in metaphors • systematic correspondence • target-domain as source-domain • target-domain is source-domain • theories are buildings • theory of music • unconscious metaphorical mappings • unidirectional mapping • University of Cologne • Vittorio Gallese

CONTRIBUTOR

Simon Perkins
02 AUGUST 2013

Image [&] Narrative: peer-reviewed e-journal on visual narratology and word and image studies

"Image [&] Narrative is a peer–reviewed e–journal on visual narratology and word and image studies in the broadest sense of the term. It does not focus on a narrowly defined corpus or theoretical framework, but questions the mutual shaping of literary and visual cultures. Beside tackling theoretical issues, it is a platform for reviews of real life examples. Each issue features three parts: 1) a thematic cluster, guest–edited by specialized scholars in the field; 2) a selection of various articles; 3) reviews of recent publications. Image [&] Narrative is a bilingual journal, which publishes contributions in either English or French, and which fosters cross–cultural and interdisciplinary dialogue between linguistic and scientific traditions."

TAGS

academic journal • bilingual journal • cross-cultural dialogue • e-journalEnglish languageFrench language • image and narrative • Image and Narrative (journal) • interdisciplinary dialogue • linguistic traditions • literary and visual cultures • literary cultures • literary studiesnarratologyOnline Magazine of the Visual Narrative • Open Humanities Press (OHP) • Open Journal Systems (OJS)peer-reviewed journal • Public Knowledge Project (PKP) • publication review • recent publications • scientific tradition • thematic cluster • visual culture • visual narratology • word and image • word and image studies

CONTRIBUTOR

Simon Perkins
15 JUNE 2012

Audience Research: Reception Analysis

"Despite the (implicit) nominal link to the work on what is also called 'Reception Theory', within the field of literary studies, carried out by Wolfgang Iser, Hans Jauss and other literary scholars (particular in Germany), the body of recent work on media audiences commonly referred to by this name, has on the whole, a different origin, although there are some theoretical links (cf., the work of Stanley Fish) than the work in literary theory. In practice, the term 'reception analysis', has come to be widely used as a way of characterising the wave of audience research which occurred within communications and cultural studies during the 1980s and 1990s. On the whole, this work has adopted a 'culturalist' perspective, has tended to use qualitative (and often ethnographic) methods of research and has tended to be concerned, one way or another, with exploring the active choices, uses and interpretations made of media materials, by their consumers.

As indicated in the previous discussion of 'The Media Audience', the single most important point of origin for this work, lies with the development of cultural studies in the writings of Stuart Hall at the Centre for Contemporary Cultural Studies at the University of Birmingham, England, in the early 1970s and, in particular, Hall's widely influential 'encoding/decoding' model of communications (see the discussion of 'The Media Audience' for an explanation of this model). Hall's model provided the inspiration, and much of the conceptual framework for a number of C.C.C.S' explorations of the process of media consumption, notably David Morley's widely cited study of the cultural patterning of differential interpretations of media messages among The 'Nationwide' Audience and Dorothy Hobson's work on women viewers of the soap opera Crossroads. These works were the forerunners of a blossoming of cultural studies work focusing on the media audience, throughout the 1980s and 1990s, including, among the most influential, from a feminist point of view, the work of Tania Modleski and Janice Radway on women consumers of soap opera and romance, and the work of Ien Ang, Tamar Liebes and Elihu Katz, Kim Schroder and Jostein Gripsrud on international cross cultural consumption of American drama series, such as Dallas and Dynasty.

Much of this work has been effectively summarised and popularised, especially, in the United States by John Fiske, who has drawn on the theoretical work of Michel de Certeau to develop a particular emphasis on the 'active audience', operating within what he terms the 'semiotic democracy' of postmodern pluralistic culture. Fiske's work has subsequently been the object of some critique, in which a number of authors, among them Budd, Condit, Evans, Gripsrud, and Seamann have argued that the emphasis on the openness (or 'polysemy') of the message and on the activity (and the implied 'empowerment') of the audience, within reception analysis, has been taken too far, to the extent that the original issue––of the extent of media power––has been lost sight of, as if the 'text' had been theoretically 'dissolved' into the audience's (supposedly) multiple 'readings' of (and 'resistances' to) it.

In the late 1980s, there were a number of calls to scholars to recognise a possible 'convergence' of previously disparate approaches under the general banner of 'reception analysis' (cf. in particular, Jensen and Rosengren), while Blumler et al. have claimed that the work of a scholar such as Radway is little more than a 're–invention' of the 'uses and gratifications' tradition––a claim hotly contested by Schroder. More recently, both Curran and Corner have offered substantial critiques of 'reception analysis'––the former accusing many reception analysts of ignorance of the earlier traditions of media audience research, and the latter accusing them of retreating away from important issues of macro–politics and power into inconsequential micro–ethnographies of domestic television consumption. For a reply to these criticisms, see Morley, 1992."

(David Morley, The Museum of Broadcast Communications)

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1970s1980s1990sactive audience • active choices • activity • American drama series • Anna-Maria Seemann • audienceaudience research • Billy Budd • Celeste Condit • Centre for Contemporary Cultural Studiescommunication theorycommunications and cultural studiesconsumersconsumption • Crossroads (television series) • cultural patterning • cultural studies • culturalist perspective • Dallas (television series) • David Morley • differential interpretations • domestic television consumption • Dorothy Hobson • Dynasty (television series) • Elihu Katz • Elizabeth Evans • empowerment • encoding/decoding • ethnographic researchfeminist perspective • Hans Jauss • Ien Ang • international cross cultural consumption • interpretation • James Curran • Janice Radway • Jay Blumler • John Corner • John Fiske • Jostein Gripsrud • Karl Erik Rosengren • Kim Schroder • Klaus Jensen • literary scholarship • literary studiesliterary theory • macro-politics and power • MBC • media • media as text • media audience • media audience research • media audiencesmedia consumption • media messages • media power • media studiesmedia textmessageMichel de Certeau • micro-ethnographies • micro-ethnographies of domestic television consumption • model of communication • multiple readings • Museum of Broadcast Communicationsopennesspolysemy • postmodern pluralistic culture • powerqualitative research methods • reader-response criticism • reader-response theory • reception analysis • reception analysts • reception theory • romance • semiotic democracy • soap opera • Stanley Fish • Stuart Hall • Tamar Liebes • Tania Modleski • television • television consumption • textUnited StatesUniversity of Birmingham • uses and gratifications • Wolfgang Iser • women consumers • women viewers

CONTRIBUTOR

Simon Perkins
11 NOVEMBER 2011

Expressive Processing: Digital Fictions, Computer Games, and Software Studies

"Wardrip–Fruin builds upon the foundation laid by Lev Manovich, who, in his 2002 book The Language of New Media, suggested that the natural development of media studies in an age of 'programmable media' should be 'software studies' (a set of approaches which includes 'expressive processing' but also code studies which, in Wardrip–Fruin's words, looks at 'the specific text of code' written by developers).

Expressive Processing fulfills and extends the promise of Manovich's ideas, putting the theory into practice through a set of case studies of the artificial intelligence engines of a dozen or so software programs that might be loosely called 'games.' That the first real example of a software studies approach comes out of game studies is both to be expected and (somewhat) regretted. On one hand, games of the sort Wardrip–Fruin examines are a medium for storytelling and character creation, and as such are natural extensions of the work of previous literary and media studies scholars and thereby set up a convenient space for humanities scholars and teachers to consider the important cultural and technical issues raised by Wardrip–Fruin in an environment more familiar than, for instance, an analysis of the software that drives Walmart (one of Wardrip–Fruin's suggestions for another work of software studies scholarship). Unfortunately, like graphic novels and musical theater, the genre is still too easily dismissed as popular entertainment by too many of those who most need to hear Wardrip–Fruin's arguments."

(Doug Reside, 2010)

Reside, D. (Fall 2010). "A review of Noah Wardrip–Fruin's Expressive Processing: Digital Fictions, Computer Games, and Software Studies." Digital Humanities Quarterly 4(2).

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academic journal • ADHO • codecode studiescultural analyticsdatadigital culturedigital humanities • Digital Humanities Quarterly (academic journal) • expressive processing • game studiesgraphic novelhumanitiesinformation aestheticsLev Manovichliterary studiesmedia studiesmusical theatre • Noah Wardrip-Fruin • popular culture • popular entertainment • programmable mediasoftwaresoftware literacysoftware studiesstorytellingtext of codeThe Language of New Mediavisualisation • Walmart

CONTRIBUTOR

Simon Perkins
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