• Summary
  • Contents
  • Subject index

The SAGE Handbook of Media Studies examines the theories, practices, and future of this fast-growing field. Editor John Downing and associate editors Denis McQuail, Philip Schlesinger, and Ellen Wartella have brought together a team of international contributors to provide a varied critical analysis of this intensely interesting field of study. The Handbook offers a comprehensive review within five interconnected areas: humanistic and social scientific approaches; global and comparative perspectives; the relation of media to economy and power; media users; and elements in the media mosaic ranging from popular music to digital technologies, from media ethics to advertising, and from Hollywood and Bollywood to alternative media.

Approaches to Media Texts
Approaches to media texts

In our contribution, we focus on qualitative linguistic approaches to media texts—especially on the approaches developed within critical linguistics and critical discourse analysis. There are several important reasons for this choice: In recent decades, there has been a significant increase in international interest in applying qualitative research methods to the study of social and cultural processes. Although the traditional empirically oriented approach to media texts, mainly represented by quantitative content analysis, is still widespread in mass communication research (McQuail, 2000, p. 235), some observers (e.g., Jensen & Jankowski, 1991) speak of a “qualitative turn” in media studies. This shift of paradigm is not a question of preferences for particular methodologies but corresponds to conceptual and theoretical frameworks distinct ...

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