STEP ONE: SELECT THE OVERARCHING METHOD GUIDING YOUR ANALYSIS Photo Credit: youngcreature (http://instagr.am/p/HAijSORS_X/)
• signiﬁer: the form which Sign the sign takes • signiﬁed: the concept it represents • signs: arbitrary (have no Signiﬁed Signiﬁer intrinsic meaning) and only become signs when users invest them with meaning
QUESTIONS TO ASK YOURSELF • What is literally pictured? Sign • What is the focus? • What are the cultural associations of speciﬁc details? • Cultural codes found in human ﬁgures: • Body size, weight Signiﬁed Signiﬁer • Body position • Expression • Eye contact • Age, race, gender • What is the rhetoric (logic or argument) of the ad? • What is relationship of image to product? • What (besides the product) is being “sold?” (ideology, value, stereotype)
• According to Kellner, oppositional readings: "celebrate the resistance to [dominant readings]" (Kellner 17) • Think about the counterhegemonic practice related to oppositional/queer readings • How does a queer reading challenge the heteronormativity of a cultural text? • These ways of seeing challenge the norms of interpretation, either through critique, or whimsical, non-‐mainstream readings. Photo Credit: throwingmarbles (http://instagr.am/p/ GwIcHDAZNY/)
STEP TWO: SELECT THE CULTURAL TEXT SUGGESTION: Include a link or photograph of the cultural text you are analyzing. This will help support your analysis as you could directly point to the object.