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Ernest Bormann’s fantasy theme analysis is a qualitative method of communication analysis and rhetorical criticism that was first introduced in 1972 and is now very well established and prominent. Because fantasy theme analysis has been applied in nearly all specializations in the discipline of communication studies, as well as in other humanistic and social science disciplines, it has been demonstrated to have broad, general utility. It has evolved and been refined over time, but its basic concepts and assumptions have remained consistent. Fantasy theme analysis can be applied on a small scale to a single brief message, or on a large scale to a representative sample of many messages associated with an established rhetorical community. This entry introduces fantasy theme analysis’s basic concepts and vocabulary, ...

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