Thinking about Media
Exploring the idea that Media isn’t as much a ‘thing’ as it relates to a group of ‘things’. Media represents the places that we inhabit; an abundance of themes and ideas that constantly interact with our lives.
Because of the abundance of media in our lives – we often take it for granted; and thus, scholars have taken an interest in analysing the roles that media ‘texts’ play in our every day life.
There are two main approaches to media ‘text’ analysis; qualitative and quantitative analysis – which explore semiotic and content analysis procedures.
Semiotic analysis deals with the investigation of ideas and themes within individual texts. On the other hand, content analysis deals with the revelation of ideas through the repetitions of elements throughout a group of texts.
When thinking about the word ‘texts’ people often immediately think of sacred writings or books. However, in media, we relate the word ‘texts’ to any element that can project an idea or meaning. E.g. clothing, make-up, a wall, a haircut etc.
Barthes stated that texts were not single things, but a combination of ideas and references from society and culture. Some of the ideas within the text relate to other ideas within the text; some relate to the external world; and some relate to other texts – this is called ‘intertextuality’.
Many people see semiotics as creating ‘windows’ or ‘conveyer belts’ from the text to the outside world. However, it is more practical and relevant to think of semiotics as the study of symbols and signs that actually structure the text and deliver meaning through these structures. This reminds me of Film Form in cinema studies. People often think about film form as being a structure in which the meaning is contained – however, film form is the sequence of the film that actually generates meaning through structure.
The idea of ‘structuralism’ refers to a set of ideas and perceptions that have leaked into certain points of semiotics. Structuralism emphasises that human social order is determined by psychological or social structures. It also accentuates the argument that meaning can only be understood within systematic structures.