Hesmondhalgh, D. 2006. ‘Discourse
Analysis and Content Analysis’ in Analysing
Media Texts by Gillespie, M and Toynbee, J (eds.). London: Open University/ McGraw-Hill (p.120-155)
Abstract
The chapter explores two types of textual analysis;
1)
Discourse Analysis
- This is a qualitative type of analysis which relates to the scrutiny of language, semiotics (latent meaning in text) and conventions found in narrative and genre.
- The actual term ‘discourse’ may be looked at from two different perspectives. The first is related to
social action and interaction which focuses on language as it is used. The second perspective considers discourse as a social construction of reality. Here, discourse may suggest what is actually ‘knowable, say-able and doable’ within a particular historical context.
- Drawing on the work of Fairclough (1995) on representations, identities and relations connections may be drawn between the use of language and the exercising of social power. He goes on to say that ‘any part of any
Text will simultaneously be representing the world,
setting up identities, and setting up relations’ (Fairclough 1995). A media text is constructed in this way so as to represent a selective ‘picture’.
2) Quantitative method
- This method measures the quantity of words, phrases and images. This method makes use of large number of
Texts which reveal the process of repetition facilitated by the media. This regular pattern makes room for generalisation and comparison in the analysis.
- The analysis may also expand on the repetitious quality of the media as having an effect on the beliefs and values of the audience (ideological implications).
Fairclough on Media and Language: setting an agenda
Fairclough examines two different types of texts. The first is an ITV current affairs programme called The Week. This specific edition was entitled ‘Vigilante’ and was broadcast in the UK (1992). The second text is an extract of a BBC Radio 4 news programme Today which was also broadcast in the UK (1992) yet it was during the general election campaign, with the three main political parties being represented.
1) In The Week, Fairclough notes:
- The reporter and audiences’ identities and relations seem to be based on the entertainer-consumer model (audience are addressed as consumers who are to be entertained).
- Past-event narrative genre which reconstructs the incident with ‘actors’ (heightens drama and the audience indulges in spectacle).
- Moving more towards entertainment-> to become ‘marketised’ i.e. the text operates more on a market basis, with a primary profit motive. Through this the audiences’ attention is diverted from the social and political issue and more towards the drama of the issue.
- Images are stronger than the words. The words merely provide an interpretation for the on-screen action. Even the sequence of the words lends to an intended vagueness and ambiguity in certain areas.
- Main argument = Borders information vs. entertainment which has become one the contemporary languages of the media as well as fact vs. fiction.
2) In Today, Fairclough notes:<
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