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Lecture

Media Content COM 275.docx

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Department
Communication
Course
COM 275
Professor
Prof.Tamborini
Semester
Spring

Description
Media Content: Issues, Concepts, and Methods of Analysis 1/31/2013 11:45:00 AM Different approaches to studying media content:  Traditional content analysis  Critical perspectives on content  Structuralism and semiology  Media content as information  Media performance discourse Dominant versus Alternative Paradigms  Dominant empirically oriented paradigm (i.e., Traditional Content Analysis) o Western-scientific approach o A research technique for the objective, systematic and quantitative description of the manifest content of communication.  Suggest that observer looks at the content of the media and message content and try to describe it objectively in a systematic and quantitative manner.  Count on how often some things are apparent within the content. o Often used to compare content with known frequency in ‘social reality’. o Based content on observation o Assumes the content is encoded just like the reality it represents.  Traditional Content Analysis o Based on two main assumptions:  1. Link between the external object and reference will be clear  2. Frequency of occurrence will express ‘meaning’ o Limits to traditional analysis:  Risk of imposing an incorrect meaning-system Alternative Perspectives:  Critical Perspectives on Content o Critical Analysis of media:  Ability to fulfill intended functions  Domination of media establishment o Marxist approaches  Media contain images favorable to ruling class  Audiences uncritically consume these images and adopt this favorable view  Structuralism and Semiotics o Explores the nature o
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