Textual analysis as an approach is a combination of communication, cultural and media studies.
We then delved into what texts are, basically they are
- vehicles for production of cultural meaning such as signs
- texts in media such as cultural products, images, social practices
- sites where we can see social production of ideas and values occurring
- material traces left
It was described that a textual analysis is like a metaphor of a forensic scene, where you sift though evidence to hint at what happened. Just like with a textual analysis where you break down and pull apart a text to establish what it is and what it means. We currently process images/ads/texts everyday unconsciously, in order to analyse we need to slow it down find what is being communicated/intended audience/ reason for creative decision and analyse the culture and social values of it.
The semiotic tradition of analysis
- sign, signifier, signified
- Denotation and connotation
- codes
- myths/ideology
A sign: a meaning of a ‘thing’, often a convention which had to be created socially where all agree as a whole.
signifier: the word dog
signified: the qualities of doggies such as mans best friend
signifier: the word red
signified: a mental concept and ideas such as passion, anger, sexuality, communism
Our upcoming assignment is of an interview so we spent the next hour discussing how to be a media operator and the art of the interview. It is important to be aware that when as a media professional communication is key in all aspects especially with the participant of an interview being clear and consistent is the way to get the best results and make them feel most comfortable. On the legal side of things we must always remember release, insurance and location forms to ensure that all criteria are met in terms of subjects privacy/identity and permission rights. Things to pay attention to are also safety of both the participant and the location. It is a professional practice so being on time and ready for any shoot including both the gear and the environment is crucial.
The art of an interview is focused on the 5 W’s so to speak; Who, What, Where, When, Why, here are some things we were told to consider before performing an interview…
WHO: does your subject have something to say? is it interesting? will it fit your audience? do they have credibility and are they good talent?
WHAT: research about the participant and ask relevant questions, ensure they are short and open ended
WHERE: where will be you location (home, work, outside, inside), lighting must be considered, will it change, sound and background noise.
WHEN: be brief, listen, flexible and focused when conducting an interview, with a question and answer ask them to repeat the question in there answer.
WHY: what is your purpose for this interview? what is the message you are trying to say?