“Textual Analysis Is Limited When It Comes To Studying The Relationship Between Media Industries, Governments And Consumers. Other Approaches To The Media Are Also Necessary.”
Advertisements are all around us. In our daily routines we are constantly dealing with advertisements whether we are conscious about it or not. As an audience, we are interacting with advertisements via the media in some form or another. One particular example is television commercials. But to understand the affects advertisements have on society as a whole, researchers have adopted two different methodologies with two different approaches; Textual Analysis and Critical Political Economy.
Textual analysis is an approach which focuses more on the text. It deals with how interpretation of the text works; how audience members come to understand the text and how meaning is made. McKee (2001, p.140), suggests texts can be in any form, for instance radio programmes, television programmes, films, newspapers, magazines etc, and if we want to understand the role that the media play in our lives and precisely how its messages participate in the cultural construction of our view of the......
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Approximate Word Count: 2149
Approximate Pages: 9 (250 words per double-spaced page)
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