Analysing Media Texts (Continuum Research Methods) Review

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Analysing Media Texts (Continuum Research Methods) Review"Analysing Media Texts", by Andrew Burn and David Parker, is a slim but rich volume (95 pages) about media text analysis. Grounded in Multimodality theory, this book provides a clear and structured framework for analyzing media texts. The book consists of six chapters. Each chapter includes useful methodological points.
The book examines media texts from a semiotic perspective; not only film and television but also the new forms of digital media texts. The book examines multimodal design and moving image production, websites, modality of computer games, and interview data and textual analysis. The authors provide a set of key principles and practices derived from their analysis of the various forms and genres of media texts.
Modest in their claim that the book is only an introduction to multimodal analysis of media text, the authors can be credited with providing a very useful methodology based on four communicative strata: discourse, design, production and distribution, fulfilling three over-arching social functions: representational, orientational and organizational. This is a very useful book that builds on the work of Kress and van Leeuwen (2001), Hodge and Kress (1988), Kress and Leeuwen (1996), and Jewitt and Kress (2003) in social semiotics and multimodality.
Analysing Media Texts (Continuum Research Methods) OverviewAndrew Burn and David Parker outline how multi-modality theory can be used to analyze texts whicj employ multiple semiotic modes and media, in such a way that a balanced consideration is given to the characteristics of each mode, how they integrate, and how they distribute textual functions between them. The medthods are rooted in a view of significance as dependent on social context, and fulfilling the social and communicative interests of both producers of textual production and use contingent upon digital formats will also be a determining content of the analytical method.

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