Chapter 11 · Content Analysis: Understanding Text and Image Additional Resources

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Chapter 11 · Content Analysis: Understanding Text and Image Additional Resources Bailey, A. A. (2006). A year in the life of the African-American male in advertising. Journal of Advertising, 35(1), 83–104 A contemporary example of content analysis of advertising. Bales, R. (1950). Interaction process analysis: A method for the study of small groups. Reading, MA: Addison-Wesley. An introduction to group processes and roles. Berelson, B. (1952). Content analysis in communication research. New York: Free Press. A pioneering text on content analysis. Chandler, D. (2002). Semiotics: The basics. London: Routledge. An overview of semiotics. Shows how language and signs cannot be regarded as neutral carriers of meaning. Cooks, L., Orbe,…show more content…
Logos refers to the use of fact and logic. Obviously price and basic vehicle specifications are facts that might be presented, as might be presumably verifiable facts such as “more people buy from Sam than any other dealer. Typical “if-then” logics might be “if you buy now, you will save money” or “ if you buy this vehicle, you will reduce carbon emissions.” Kenneth Burke Kenneth Burke, a 20th century literary theorist, devised a dramatistic approach to communication behavior. He regarded communication essentially as performance, as actors acting out a drama against a particular background or scenario. Burke’s dramatistic pentad (five part) analysis asks the following questions: • Act – what act is taking place? • Agent – who is taking this action? • Agency – how or by what means did the act take place? • Scene – where and when did the act take place? • Purpose – why was the act done? Burke believed that by examining the first four components of the pentad, one could obtain an answer to the question posed by the fifth –what was the purpose or motivation of the act? A hypothetical television advertisement for Sam’s “Best Deal in Town” car dealership could be analyzed using Burke’s pentad as follows: Act - a sales pitch to a media audience. Agent - the dealer or spokesperson for the dealership. Agency - television

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