“Text Analysis provides some insight of the media messages but it is the CPE (Critical Political Approach) that truly explains the working of the media in present times.”
This essay is about the evaluation of the above said statement in context of the ‘advertising’ that is one of the most popular sectors of the modern media.
The advertisements can be portrayed as a medium of communiqué created to reach a large number of audiences with no individual contact between the advertiser and the viewer. This includes several mediums of advertisements like magazines, books, newspapers, websites, radio, cinema and television. Everywhere we get to see loads of advertisements selling one or the other product or service. These advertisements are indeed influencing our lives to a great extent. For example, we are always keen to buy the deodorant or the perfume we last seen in the advertisement without even analyzing its effects on our body. Similarly, our kids become crazy about the new flavored toothpaste advertised last week without taking much interest on its benefits to the teeth and bad breathe. This is the big virtual world where we all are living and we are happy to see these advertisements for both entertainment and awareness.
But the big question is: Whether these advertisements are influencing our minds negatively or positively? To find out the answer to this question, researchers have adopted 2 dissimilar approaches; Text Analysis and Critical Political Economy.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Text Analysis Approach
- Critical Political Economy Approach
- Media Issues
- Market Factors
- CPE Illustrations with examples
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The essay examines the effectiveness of text analysis and the Critical Political Economy (CPE) approach in analyzing advertisements, a significant sector of modern media. It aims to determine which approach provides a more comprehensive understanding of the influence of advertisements on audiences and the broader societal context.
- The role of advertisements in shaping cultural views and influencing audiences
- The limitations of text analysis in fully explaining the impact of advertisements
- The application of the Critical Political Economy approach to analyze advertising in a broader societal context
- The influence of market factors and corporate ownership on the content of advertisements
- The impact of the media industry on public discourse and cultural expressions
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the essay's focus on evaluating the effectiveness of text analysis and the Critical Political Economy approach in analyzing advertisements. It highlights the influence of advertisements on audiences and the need for a deeper understanding of their impact.
The second chapter explores the text analysis approach, which examines the content and interpretation of advertisements. It discusses how researchers analyze the messages conveyed in advertisements and the diverse interpretations that audiences may have.
The third chapter delves into the Critical Political Economy approach, which examines the broader socio-economic context of advertisement production and consumption. It focuses on how market factors, corporate ownership, and economic structures influence the content and reach of advertisements.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this essay are: text analysis, critical political economy, advertisements, media, cultural impact, market factors, corporate ownership, social influence, and public discourse.
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- Kim Clay (Autor), 2011, How media work. A critical approach towards political economy, Múnich, GRIN Verlag, https://www.grin.com/document/270197
