[5.4.1] Media texts are not simply external ways of representing a reality “out there.” They themselves constitute the meaning of reality. The cultural meaning of “party time” is created by beer ads, which portray social practices that are valued by participants who believe that drinking beer constitutes “having a good time.” Click here to hear more on what Stuart Hall has to say about this.
[5.4.2] Dan Chandler argues that this more constructivist approach moves away from analysis of stereotyping or bias — that presupposes some fixed, objective meaning to an analysis of the institutional forces or systems that use representations to construct and maintain their own ideological agendas.
For further reading on methods for analyzing discourses in the media:
Fairclough, N. (2003). Analyzing discourses: Textual analysis for social research. New York: Routledge.
MacDonald, M. (2003). Exploring media discourses. London: Arnold.
Rogers, R. (Ed.). (2004). An introduction to critical discourse analysis in education. Mahwah, NJ: Erlbaum.
Weissn, G., & Wodak, R. (2003). Critical discourse analysis: Theory and interdisciplinarity. New York: Palgrave.
Wodak, R., & Meyer, M. (2001). Methods of critical discourse analysis. Thousand Oaks, CA: Sage.