Methods of analysis

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This assignment is to assess students' ability to engage and interrogate popular culture texts. S

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Methods of analysis

  1. 1. STEP  ONE:  SELECT  THE  OVERARCHING  METHOD   GUIDING  YOUR  ANALYSIS   Photo  Credit:  youngcreature  (http://instagr.am/p/HAijSORS_X/)  
  2. 2. •   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  
  3. 3. 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)  
  4. 4. Photo  Credit:  bryanteslava  (http://instagr.am/p/G4VOq9mKn0/)  
  5. 5. •   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/)  
  6. 6. 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.  
  7. 7. STEP  THREE:  ANALYSIS  
  8. 8. Photo  Credit:  http://distilleryimage0.s3.amazonaws.com/f6693c663f1c11e1a87612313804ec91_7.jpg  

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