You are here

Media Analysis Techniques

Media Analysis Techniques

Sixth Edition

January 2018 | 400 pages | SAGE Publications, Inc
Part I. Techniques of Interpretation
Chapter 1: Semiotic Analysis
A Brief History of the Subject  
The Problem of Meaning  
Social Aspects of Semiotics: The Individual and Society  
Saussure on the Science of Semiology  
Grid-Group Analysis  
Signs and Truth  
Facial Expressions as Signs  
Language and Speaking  
Connotation and Denotation  
The Synchronic and the Diachronic  
Syntagmatic Analysis  
Paradigmatic Analysis  
Dialogical Theory  
Metaphor and Metonymy  
Culture Codes  
Michel Foucault on Codes  
Semiotics of the Television Medium  
Some Criticisms of Semiotic Analysis  
A Checklist for Semiotic Analysis of Television  
Chapter 2. Marxist Analysis
The Base and the Superstructure  
False Consciousness  
The Frankfurt School  
Class Conflict  
The Consumer Society  
John Berger on Advertising  
Bourgeois Heroes  
The Problem of Media Consolidation  
The Society of Spectacle  
The Danger of Being Doctrinaire  
Grid-Group Analysis  
Marxist Criticism in the Postmodern World  
Chapter 3. Psychoanalytic Criticism
The Unconscious  
The Oedipus Complex  
On the Importance of Myth  
Media and the Oedipus Complex  
Id, Ego, and Superego  
The Structural Hypothesis Applied to Culture  
Defense Mechanisms  
Martin Grotjahn on Horror Films  
Condensation and Displacement  
Aggression and Guilt  
Stereotypes and Aggressive Humor  
Jungian Psychoanalytic Theory  
Psychoanalytic Analysis of Media: A Cautionary Note  
Chapter 4. Sociological Analysis
Émile Durkheim on Our Social Nature  
Some Basic Concepts  
Herbert Gans and Taste Cultures  
Uses and Gratifications  
Genres and Formulas  
Content Analysis  
Chapter 5. Disclosure Analysis
Defining Disclosure Analysis  
Tuen A Van Dijk on Disclosure Analysis  
Spoken and Written Discourse  
Styles and Writing Discourse  
Political Ideologies and Discourse Analysis  
Critical Discourse Analysis (CDA)  
Advertising and Critical Discourse Analysis  
Multimodal Discourse Analysis (MDA)  
Multimodal Critical Disclosure Analysis (MCDA)  
A Multimodal Critical Discourse Analysis of an Advertisement  
Part II. Applications
Chapter 6. Murderers on the Orient Express
Organizing a Mystery  
Detectives as Semioticians  
Social and Political Dimensions  
Poirot as Revolutionary  
Chapter 7. Seven Points on the Game of Football (And Some Interesting Statistics)
Football Is a Game of Signs  
Instant Replay and the Modern Sensibility  
Football Socializes Us  
Statistics on Televised Football  
Why Baseball Is Boring  
Football as an Alternative to Religion  
The Marxist Perspective  
Football and the Psyche  
Concluding Remarks  
Chapter 8. The Maiden with the Snake: Interpretations of a Print Advertisement
Signs in Signs: A Primer on Applied Semiotics  
The Maiden in Paradise: A Case Study  
A Paradigmatic Analysis of the Fidji Advertisement  
Using the Myth Model  
Psychoanalytic Aspects of the Fidji Text  
An Aside on Moisturizers and Anxiety  
Final Comments on Perfume and Anxiety  
Chapter 9. All-News Radio and the American Bourgeoisie
News and Alienation  
News and Ruling-Class Ideology  
Commercials and Anxiety  
Caught in the Middle  
News and Conversation  
News from the Internet and Social Media  
Chapter 10. Video Games: A New Art Form
An Investigation of MMO’s  
Are Video Games an Art Form or a Medium?  
New Technologies and Video Games  
Janet Murray on Interactivity and Immersion  
Video Games and Addiction  
Video Games and the Problem of Violence  
Social and Physical Problems Caused by Video Games  
Video Games and Sexuality  
Chapter 11. Cell Phones, Social Media, and the Problem of Identity
An Epiphany  
The Internet  
Social Media  
A Psychoanalytic Perspective on Youth and Social Medi  
The Cell Phone as Sign: A Semiotic Perspective  
Marxist Perspectives on Cell Phones  
Key features


  • Increased coverage of technology and social media shows readers how to apply time-tested analysis techniques to the latest media.
  • Updated examples from popular culture bring theory to life.


  • End-of-chapter study resources help students practice media analysis and focus on and retain important topics.
  • Vivid applications from popular culture link theory to practice through teaching games and activities that show readers how to apply theories and concepts to various kinds of texts.
  • A comprehensive glossary serves as a ready reference for students.

Preview this book

For instructors

Purchasing options

Please select a format:

ISBN: 9781506366210