Textual analysis – 35% (1500 words) The second assignment requires that you perform a focused analysis of a particular media text. This might be a news story or piece of photojournalism, an advertisement, a segment of a television program or a piece of film. The aim of this assignment is that students develop an understanding of, and capacity to apply, key approaches to textual analysis. While students may be expected to draw on relevant materials to briefly outline the particular approach to textual analysis they are applying, this assignment is primarily concerned to enable students to develop capacities to apply particular approaches to textual analysis. Please note that you are not expected to deploy every analytical approach discussed in the subject – one is sufficient. The extent of students' understanding of such approaches will be assessed by reference to how these are applied, and the degree to which, in doing so, they are able to a clear and defensible argument in favour of a particular reading and, through analysis, provide evidential support for this reading. The argument should also provide a sense of the critical significance of this reading, drawing on and developing ideas about the significance of the role played by media texts in social life. As with the first assignment, this analysis should follow expected guidelines, as set out in the School of Culture and Communication Essay Writing Guide, regarding academic presentation and referencing. Check the lecture slides which i have attached and i have attatched the subject reader too for grabbing information from the readings. in the subject reader you will find "Grossberg, L. (2007) "Rereading the Past from the Future." International Journal of Cultural Studies 10 (1): 125-133. Theodore Adorno, (2004 [1941]), 'On Popular Music' in A Critical and Cultural Theory Reader, ed. Anthony Easthope and Kate McGowan. Toronto: University of Toronto Press. Jonathan Bignell (1997), Media Semiotics: An Introduction, Manchester & New York, Manchester University Press, pp. 5-29. " readings suggested: Set Readings Grossberg, L. (2007) "Rereading the Past from the Future." International Journal of Cultural Studies 10 (1): 125-133. Theodore Adorno, (2004 [1941]), 'On Popular Music' in A Critical and Cultural Theory Reader, ed. Anthony Easthope and Kate McGowan. Toronto: University of Toronto Press. Jonathan Bignell (1997), Media Semiotics: An Introduction, Manchester & New York, Manchester University Press, pp. 5-29. Further Readings in Cultural Studies Bernstein, J. M., ed. (1991) The Culture Industry: Selected Essays on Mass Culture. London: Routledge. du Gay, P. et. al. (1999). "Introduction," in Doing Cultural Studies: The Story of the Sony Walkman. Sage in association with The Open University: London, 9-19. During, S. (2005) Cultural Studies: A Critical Introduction. London; New York: Routledge. Grossberg, Lawrence. (2010) 'The Heart of Cultural Studies,' Cultural studies in the future tense. Durham: Duke University Press. Fenton, N. (2007) ' Bridging the mythical divide: Political economy and cultural studies approaches to the analysis of media', pp.7-31 in E. Devereux (Ed) Media Studies: Key issues and debates. London: Sage. Louw, Eric, (2001), The Media and Cultural Production, London, Sage. pp. 138-154. Newbold, C., Boyd-Barrett, O. and Van Den Bulck, H. (2002) 'Criticisms of Cultural Studies', The Media Book, Arnold, London, 252-258. Storey, J. (1993) 'Marxism,' in An Introductory Guide to Cultural Theory and Popular Culture. Harvester Wheatsheaf. Thompson, John (1990), Ideology and Modem Culture: Critical Social Theory in the Era of Mass Communication, Cambridge, Polity, pp. 74-121, 264-271. Turner, Graeme (2002) British Cultural Studies: An Introduction. London; New York: Routledge. Walton, David (2012) Doing Cultural Theory. London: Sage. Key Texts in Cultural Studies Adorno, T. (2005) The Culture Industry: Selected Essays on Mass Culture. London; New York: Routledge. Benjamin, Walter (2010) 'The Work of Art in the Age of its Technological Reproducibility,' in Grey Room 39: 11-37. Gramsci, Antonio (1971), Selections from the Prison Notebooks, ed and trans Quintin Hoare and Geoffrey Nowell-Smith, International Publishers, New York. Leppert, R. D. ed. (2002) Essays on Music: Theodor W. Adorno. Translated by S. H. Gillespie et al. Berkeley: University of California Press. Hall, S (1997) "The work of Representation" pp 13-74 in S. Hall (ed) Representation: Cultural Representations and Signifying Practices London, Sage. O'Connor, B, ed. (2000) The Adorno Reader. Oxford: Blackwell. Further Readings in Textual Analysis Barthes, Roland (1976), Mythologies (trans. A. Lavers), London, Paladin, pp. 109-127. Bowles, Kate (2002) 'Representation and textual analysis' pp. 49-63 in S. Cunningham and G. Turner (eds) The Media and Communications in Australia. Crow's Nest, NSW: Allen & Unwin. Culler, Jonathan (1976), Saussure, Glasgow, Fontana/Collins. Deacon, D. et al (1999), 'Analysing Texts', Deacon D et al. Researching Communications: A Practical Guide to Methods in Media and Cultural Analysis, Leicester, Leicester University Press, 132-161. Chandler, D. (2007) Semiotics: The Basics. 2nd ed. Routledge, London & New York. Hall, Stuart (1997) 'The Work of representation' in Representation: Cultural Representations and Signifying Practices, edited by Stuart Hall. London: Sage. Hall, S. (2007). This Means This, This Means That: A User's Guide to Semiotics. London: Laurence King Pub. Ltd. Hobbs, M. (2012) 'Semiotics: Making Meanings from Signs", in Communication, New Media and Everyday Life. Oxford University Press: Melbourne, 83-96. McKee, Alan (2003) Textual Analysis: A Beginner's Guide, Sage Publications Ltd. Morley, David (1992) 'Psychoanalytic Theories: Texts, Readers, Subjects', Television, Audiences and Cultural Studies, London, Routledge, pp. 59-71