Critical Approaches/Lenses (Feb. 10, 2009)
Key points for said approaches (Beach, 2007):
1. Rhetorical/audience approach (34)
-Focuses on "identification" or "how texts position audiences" (34)
-socialization as consumers (adhering/believing the concepts media portrays)
-Asks, "Who is this text being written for?"
-Audience can be active or passive participants depending on the media form used.
2. Semiotic
-Approach focuses on metaphor, schemas, signs, and symbols.
-Argues that cultures give meaning to certain images so therefore members of that culture can read more into a text than what is actually said. Members can predict what will happen based on what they know about the set of images.
3. Poststructuralist Analysis
-"Examines the limitations of binary oppositions as reflecting an overly simplistic categorization of the character's actions" (37).
4. Critical Discourse Analysis:
-"reflecting on hegemonic, dominant modes of thinking that permeate a world portrayed in the media text"
-Questions include: Is there a hegemonic discourse in the undertones of the media text? Using racial/social/economic/political/religious/feminist/cultural discourse analysis, examine if the media text uses contradicting or competing discourses.
5. Pyschoanalytic Theory
-the "meaning of media texts is shaped by subconscious desires, needs, and fears defining one's identity"
-Freudian
6. Feminist Analysis
-Deconstructing a media text by examining the construction and agency of female characters in the media text.
7. Postmodern Analysis
-There are multiple truths and realities.
-No art is ever complete...all art is the product of past art...the commercialization of art, people, and reality
-Andy Warhol...Real World, and reality tv in general are good discussion starters with teenagers.
8. Postcolonial Analysis
-deconstructing power imbalances due to the previous colonization of a peoples
Other thoughts:
Critical approaches to media texts aren’t a far cry from critical literary theories. Nearly all the critical approaches to media texts can be applied to literature, and vice versa. Perhaps the approach with the most depth in regards to media (as opposed to literature) is the rhetorical/audience analysis approach. Although authors certainly write books with an audience in mind, authors don’t naturally identity their readers as consumers (especially in times where the book worm is the minority). On the other hand, television, film, and advertisement producers (by their very title- producers- no less) need to sell their product so to pay off all the debt they amassed during the product’s creation. In this way, audiences assume consumer profiles: tweens, housewives, yuppies, etc. From this perspective, the rhetoric/audience approach to media texts is highly relevant. It’s important that students are able to deconstruct how they are socialized and classified so that they are able to make educated, well-informed consumer choices.
As mentioned in Richard Beach's chapter, M.T. Anderson's novel, Feed, makes for a fabulous discussion starter and literary addition to a media unit. I actually read this book in another class; I would totally recommend it to anyone! I loved it! Anyway, the text helps students consider their role as constant consumers of media, advertisements, and products. Children no longer know a time where there wasn't instant, easy accessibility to the internet and cellphones. I think it is tough for them to realize the extent of images and propaganda that they unknowingly consume each day. As teachers, I believe it is part of our job to see beyond the world of instant cyber gratification. Even as media teachers! It is helpful to have a discussion weighing the costs and benefits of "being connected."
1. Rhetorical/audience approach (34)
-Focuses on "identification" or "how texts position audiences" (34)
-socialization as consumers (adhering/believing the concepts media portrays)
-Asks, "Who is this text being written for?"
-Audience can be active or passive participants depending on the media form used.
2. Semiotic
-Approach focuses on metaphor, schemas, signs, and symbols.
-Argues that cultures give meaning to certain images so therefore members of that culture can read more into a text than what is actually said. Members can predict what will happen based on what they know about the set of images.
3. Poststructuralist Analysis
-"Examines the limitations of binary oppositions as reflecting an overly simplistic categorization of the character's actions" (37).
4. Critical Discourse Analysis:
-"reflecting on hegemonic, dominant modes of thinking that permeate a world portrayed in the media text"
-Questions include: Is there a hegemonic discourse in the undertones of the media text? Using racial/social/economic/political/religious/feminist/cultural discourse analysis, examine if the media text uses contradicting or competing discourses.
5. Pyschoanalytic Theory
-the "meaning of media texts is shaped by subconscious desires, needs, and fears defining one's identity"
-Freudian
6. Feminist Analysis
-Deconstructing a media text by examining the construction and agency of female characters in the media text.
7. Postmodern Analysis
-There are multiple truths and realities.
-No art is ever complete...all art is the product of past art...the commercialization of art, people, and reality
-Andy Warhol...Real World, and reality tv in general are good discussion starters with teenagers.
8. Postcolonial Analysis
-deconstructing power imbalances due to the previous colonization of a peoples
Other thoughts:
Critical approaches to media texts aren’t a far cry from critical literary theories. Nearly all the critical approaches to media texts can be applied to literature, and vice versa. Perhaps the approach with the most depth in regards to media (as opposed to literature) is the rhetorical/audience analysis approach. Although authors certainly write books with an audience in mind, authors don’t naturally identity their readers as consumers (especially in times where the book worm is the minority). On the other hand, television, film, and advertisement producers (by their very title- producers- no less) need to sell their product so to pay off all the debt they amassed during the product’s creation. In this way, audiences assume consumer profiles: tweens, housewives, yuppies, etc. From this perspective, the rhetoric/audience approach to media texts is highly relevant. It’s important that students are able to deconstruct how they are socialized and classified so that they are able to make educated, well-informed consumer choices.
As mentioned in Richard Beach's chapter, M.T. Anderson's novel, Feed, makes for a fabulous discussion starter and literary addition to a media unit. I actually read this book in another class; I would totally recommend it to anyone! I loved it! Anyway, the text helps students consider their role as constant consumers of media, advertisements, and products. Children no longer know a time where there wasn't instant, easy accessibility to the internet and cellphones. I think it is tough for them to realize the extent of images and propaganda that they unknowingly consume each day. As teachers, I believe it is part of our job to see beyond the world of instant cyber gratification. Even as media teachers! It is helpful to have a discussion weighing the costs and benefits of "being connected."
Not really an earthshattering question...how would you deal with the "four letter" words in Feed? I feel the language, although a critical part of the book, could get me in hot water quick if I required it. (instead of a book 'choice' for independent reading)
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