Media Analysis Techniques

In the Third Edition of Media Analysis Techniques, author Arthur Asa Berger once again provides students with a clearly written, user-friendly, hands-on guide to media research techniques. The book empowers readers to make their own analyses of the media rather than just accept how others interpret the media.

Media Analysis Techniques begins by examining four techniques of media interpretation that the author considers critical for creative people to acknowledge if they are to understand how their creations translate to the real world. The coverage of these four techniques - semiotic theory, psychoanalytic theory, Marxist theory, and sociological theory - have been expanded in this edition to include myth and media, race and representation, and the importance of narratives in media. The book then moves on to vividly link popular culture to these four theories.

New to the Third Edition

• New chapter on video games
• New coverage on explorations of romance novel readers and the media, commodity fetishism, and the Cultural Imperialism Hypothesis
• Updated references to Internet applications of media analysis

Written in an accessible style that demystifies complex concepts, Media Analysis Techniques includes a glossary, study guides, and the author’s own illustrations. The book is an excellent supplementary textbook for courses on media research methods as well as many other courses in Mass Communications.