Reading Texts

Textual analysis

What is a text?

• A message – Piece of communication• Something we make meaning out of• Texts are made from signs and codes

• In Latin it means something woven – weaving together meaning

• We ‘read’ texts to create meaning

A text can be…

Virtually anything

• Written words (this one is obvious)• Films• Photographs• Magazine covers• Adverts, printed, TV, Online• Packaging

A text can be…

• Cultural Products• Cultural Practices• Architecture• Places (constructed)

A text is anything that has the potential to be read or interpreted, anything that communicates meaning

• List a variety of texts

How do we identify this meaning?

1. From the senders perspective (signs, codes… all consciously constructed)

2. From the receivers perspective (interpretations of text, does not matter senders intention)

3. From a cultural environment perspective (looking more at context of communication)

Questions to ask

• Subject?

• Purpose?

• Audience?

• Text Type?

• Write down four questions which would make me describe the product for you e.g. "What colour is it?'

• Write down four questions which would make me analyse the text e.g. "Why is the colour red used?

How does the text communicate with us?

• What questions do we need to ask in order to answer the question above and ANALYSE the text?

• Come up with four questions to help us understand what is happening in the text, only use questions starting with HOW or WHY.

The process school

Sender ReceiverSource – Transmitter – Channel – Receiver - Destination

• Senders Encode• Receivers Decode

• Success is based on comparing message at source and destination and reducing noise

• Meaning and context do not matter, receiver is passive

• Text is encoded at the source by Disney to publicise and sell their film. The transmitter is via words and images making the channel the actual poster itself. It is received by its intended audience who decode it either correctly as a movie advert and go to watch it or don't. There is little noise present

The process school – Lasswell Formula

• Who?

• Say what?

• To whom?

• In which Channel?

• To what effect?

Identifies the text, its context and intention

This implies that context is narrow and specific only

• Who? – Disney/ Jim Carrey• Says what? There is

another version of the popular Charles Dickens story coming to cinemas from 6th Nov

• To whom? Those who see the advert

• In which channel? Print (visual)

• With what effect? It is seen and then decoded correctly

Homework

1. Find a text.

2. Apply both process approach and Lasswells formula to it.

3. What is missing from your analysis?

4. Post on blog or bring in on paper for next class