1 / 27

Qualitative Analysis of Media Messages

Explore how media content influences society and culture through qualitative analysis. Discover critical theories, such as semiotics, psychoanalysis, and sociological analysis, that provide insights into how media messages affect people. Learn about agenda setting, social learning theory, and cultivation analysis, and understand that no single technique or theory can provide all the answers in the examination of media.

mreddick
Download Presentation

Qualitative Analysis of Media Messages

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Qualitative Analysis of Media Messages

  2. An understanding of media content as a text that provides insight into our culture and our lives

  3. Critical Theories

  4. The analysis of media messages to try to figure out how they affect people and the societies in which they live. • Here are some common ones:

  5. Semiotics • The science of signs and symbols • Looks at how people create and understand signs and symbols in order to comprehend communication • examples

  6. Semiotics can also be known as symbolic interactionism by those who don’t like semiotics

  7. Psychoanalysis • Examines how mass media messages influence the audience’s social rules in order to suppress instinctive anti-social impulses

  8. Sociological Analysis • The most common type of analysis done by critics • Comes in many flavors that have evolved over the years

  9. Agenda Setting • The media don’t tell us what to think, they tell us what to think about • Examples: • Martin Luther • Tom Paine • William Randolph Hearst • Modern news

  10. The Torah

  11. Social Learning Theory • There’s no way a person can experience everything • The media provide information about the world and society that the individual can’t experience alone • Can create a person’s reality: what things are, how to think, how to behave, how to interact with others, how to be in society

  12. Cultivation Analysis • Media messages tell people what the world is like and how people respond to what happens in the world • An example is the mean world syndrome: heavy users of the media think the world is a more violent, dangerous place than it actually is because so many media messages contain violence (e.g., news, cop shows, dramas)

  13. No one technique or theory has all the answers • All hypotheses start with assumptions • Scientific hypotheses start with assumptions about the world that can be empirically checked and falsified • Social science hypotheses start with assumptions about people that usually can’t be empirically studied and are taken as axiomatic (they’re true because I think they’re true and can’t prove it one way or the other)

  14. All are ways to examine the media; none are the final answer

More Related