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In this updated Fourth Edition of Media Analysis Techniques, author Arthur Asa Berger provides students with a clear, practical guide to media analysis techniques. Written in an accessible style with the author′s own creative illustrations, the book walks readers through the four most important methods of analyzing and interpreting our mass mediated culture: semiotic theory, Marxist theory, psychoanalytic theory, and sociological theory. The text coaches students on how to support their media interpretation if they want to convince others that their opinions are worth considering. These methodologies, once learned, will stay with students and have an impact on the way they live.

Tabla de contenidos provista por Syndetics

• Preface(p. xi)
• Acknowledgments(p. xv)
• Part I Techniques of Interpretation(p. 1)
• 1 Semiotic Analysis(p. 3)
• A Brief History of the Subject(p. 3)
• The Problem of Meaning(p. 5)
• Social Aspects of Semiotics: The Individual and Society(p. 6)
• Saussure on the Science of Semiology(p. 7)
• Signs(p. 8)
• Forms of Signs(p. 11)
• Signs and Advertising(p. 12)
• Material Culture(p. 12)
• Objects and Identity(p. 13)
• Activities and Performances(p. 13)
• Music and Sound Effects(p. 14)
• Signs and Truth(p. 14)
• Facial Expressions as Signs(p. 15)
• Hyperreality(p. 16)
• Language and Speaking(p. 17)
• Connotation and Denotation(p. 18)
• The Synchronic and the Diachronic(p. 20)
• Syntagmatic Analysis(p. 22)
• Paradigmatic Analysis(p. 27)
• Intertextuality(p. 29)
• Dialogical Theory(p. 30)
• Metaphor and Metonymy(p. 31)
• Codes(p. 32)
• Semiotics of the Television Medium(p. 35)
• Some Criticisms of Semiotic Analysis(p. 37)
• A Checklist for Semiotic Analysis of Television(p. 37)
• Study Questions and Topics for Discussion(p. 38)
• Annotated Bibliography(p. 39)
• 2 Marxist Analysis(p. 45)
• Materialism(p. 46)
• The Base and the Superstructure(p. 48)
• False Consciousness and Ideology(p. 49)
• The Frankfurt School(p. 51)
• Class Conflict(p. 52)
• Alienation(p. 55)
• The Consumer Society(p. 57)
• John Berger on Advertising(p. 60)
• Bourgeois Heroes(p. 61)
• Hegemony(p. 62)
• The Problem of Media Consolidation(p. 65)
• The Danger of Being Doctrinaire(p. 66)
• Grid-Group Analysis(p. 68)
• Marxist Criticism in the Postmodern World(p. 70)
• Study Questions and Topics for Discussion(p. 71)
• Annotated Bibliography(p. 71)
• 3 Psychoanalytic Criticism(p. 75)
• The Unconscious(p. 75)
• Sexuality(p. 78)
• William A. Rossi on Sexual Aspects of the Foot and Shoe(p. 79)
• The Oedipus Complex(p. 80)
• On the Importance of Myth(p. 83)
• Id, Ego, and Superego(p. 84)
• The Structural Hypothesis Applied to Culture(p. 86)
• Symbols(p. 87)
• Defense Mechanisms(p. 89)
• Dreams(p. 91)
• Condensation and Displacement(p. 93)
• Aggression and Guilt(p. 94)
• Stereotypes and Aggressive Humor(p. 96)
• Freud and Beyond(p. 97)
• Jungian Psychoanalytic Theory(p. 98)
• Archetypes(p. 98)
• The Collective Unconscious(p. 98)
• The Myth of the Hero(p. 99)
• The Shadow Element in the Psyche(p. 99)
• The Anima and the Animus(p. 100)
• Psychoanalytic Analysis of Media: A Cautionary Note(p. 101)
• Study Questions and Topics for Discussion(p. 102)
• Annotated Bibliography(p. 102)
• 4 Sociological Analysis(p. 107)
• Émile Durkheim on Our Social Nature(p. 108)
• Some Basic Concepts(p. 110)
• Alienation(p. 110)
• Anomie(p. 110)
• Bureaucracy(p. 111)
• Class (Socioeconomic)(p. 111)
• Culture(p. 112)
• Deviance(p. 113)
• Elites(p. 114)
• Ethnicity(p. 114)
• Functionalism(p. 114)
• Lifestyle(p. 116)
• Marginalization(p. 116)
• Mass Communication and Mass Media(p. 117)
• Mass Society(p. 117)
• Postmodernism(p. 119)
• Race(p. 120)
• Role (Social)(p. 121)
• Sex (Gender)(p. 122)
• Socialization(p. 122)
• Status(p. 124)
• Stereotypes(p. 125)
• Values(p. 125)
• Uses and Gratifications(p. 126)
• Genres and Formulas(p. 133)
• Content Analysis(p. 135)
• Leo Lowenthal on Content Analysis(p. 135)
• Study Questions and Topics for Discussion(p. 138)
• Annotated Bibliography(p. 139)
• Part II Applications(p. 143)
• 5 Murderers on the Orient Express(p. 145)
• Organizing a Mystery(p. 145)
• Detectives as Semioticians(p. 147)
• Social and Political Dimensions(p. 148)
• Poirot as Revolutionary(p. 149)
• Study Questions and Topics for Discussion(p. 151)
• 6 Seven Points on the Game of Football (And Some Interesting Statistics)(p. 153)
• Football Is a Game of Signs(p. 153)
• Instant Replay and the Modern Sensibility(p. 154)
• Football Socializes Us(p. 155)
• Statistics About Televised Football(p. 157)
• Why Baseball Is Boring(p. 158)
• Football as an Alternative to Religion(p. 160)
• The Marxist Perspective(p. 161)
• Football and the Psyche(p. 162)
• Concluding Remarks(p. 164)
• Study Questions and Topics for Discussion(p. 165)
• 7 The Maiden With the Snake: Interpretations of a Print Advertisement(p. 167)
• Signs in Signs: A Primer on Applied Semiotics(p. 167)
• The Maiden in Paradise: A Case Study(p. 169)
• A Paradigmatic Analysis of the Fidji Advertisement(p. 174)
• Psychoanalytic Aspects of the Fidji Text(p. 175)
• An Aside on Moisturizers and Anxiety(p. 176)
• Final Comments on Perfume and Anxiety(p. 177)
• Study Questions and Topics for Discussion(p. 178)
• 8 All-News Radio and the American Bourgeoisie(p. 181)
• News and Alienation(p. 181)
• News and Ruling-Class Ideology(p. 183)
• Commercials and Anxiety(p. 184)
• Caught in the Middle(p. 184)
• News From Internet and Social Media(p. 185)
• Study Questions and Topics for Discussion(p. 186)
• 9 Video Games: A New Art Form(p. 189)
• Are Video Games an Art Form or a Medium?(p. 192)
• New Technologies and Video Games(p. 193)
• Janet Murray on Interactivity and Immersion(p. 194)
• Video Games and Addiction(p. 195)
• Video Games and the Problem of Violence(p. 196)
• Social and Physical Problems Caused by Video Games(p. 197)
• Video Games and Sexuality(p. 198)
• Conclusions(p. 199)
• Study Questions and Topics for Discussion(p. 200)
• 10 Cell Phones, Social Media, and the Problem of Identity(p. 201)
• An Epiphany(p. 202)
• Media Use by 8 - to 18-Year-Olds(p. 202)
• Social Media(p. 204)
• A Psychoanalytic Perspective on Youth and Social Media(p. 205)
• The Cell Phone as Sign: A Semiotic Perspective(p. 208)
• Marxist Perspectives on Cell Phones(p. 209)
• Conclusions(p. 210)
• Study Questions and Topics for Discussion(p. 211)
• Epilogue: Shmoos and Analysis(p. 213)
• Study Questions and Topics for Discussion(p. 214)
• Appendix: Simulations, Activities, Gaines, and Exercises(p. 217)
• Anatomy of a Tale(p. 217)
• Paradigmatic Analysis(p. 218)
• A Lévi-Straussian Analysis of Upstairs, Downstairs(p. 219)
• Steps in Playing Lévi-Strauss(p. 219)
• Dream Analysis(p. 220)
• Writing a Therapeutic Fairy Tale(p. 220)
• Origin Tales(p. 221)
• Radio Scripts(p. 222)
• Television Narrative Analysis(p. 222)
• The Propp Game(p. 223)
• An Example(p. 224)
• Metaphors(p. 224)
• How to Play the Metaphor Game(p. 225)
• Things to Consider(p. 226)
• Advertising Analysis(p. 226)
• Playing Aaron Wildavsky(p. 227)
• Textual Analysis(p. 229)
• Semiotic Analysis(p. 229)
• Marxist/Ideological Criticism(p. 230)
• Psychoanalytic Criticism(p. 230)
• Sociological Criticism(p. 230)
• Glossary(p. 231)
• References(p. 247)
• Author Index(p. 253)
• Subject Index(p. 255)
• About the Author(p. 259)

Notas de autor provistas por Syndetics

Arthur Asa Bergeris Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003. He has published more than 100 articles, numerous book reviews, and more than 60 books. Among his latest books are the third edition of Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches (2013), The Academic Writer's Toolkit: A User's Manual (2008), What Objects Mean: An Introduction to Material Culture (2009), Bali Tourism (2013), Tourism in Japan: An Ethno-Semiotic Analysis (2010), The Culture Theorist's Book of Quotations (2010), and The Objects of Our Affection: Semiotics and Consumer Culture (2010).He has also written a number of academic mysteries such asDurkheim is Dead: Sherlock Holmes is Introduced to Sociological Theory (2003) and Mistake in Identity: A Cultural Studies Murder Mystery (2005).His books have been translated into eight languages and thirteen of his books have been translated into Chinese.