Full Description
An international team of authors offers an account of the ways in which meanings are produced and exchanged in a variety of social contexts and media forms. The essays in this collection focus on one of the most influential yet confusing concepts in modern critical thinking, that of intertextuality, presenting a wide-ranging but cohesive theoretical framework within which media communication can be described and analyzed. The book explores various ways in which previous knowledge of the media interacts with experience in other domains to shape our understanding of different media genres. The significance and diversity of the concept of intertextuality is illustrated by detailed case studies including television advertising, current affairs broadcasting, music television, popular film and some print media, as well as a study of texts produced by audiences themselves.
Contents
The media and their audience - intertextuality as paradigm; "strong words softly spoken" - advertising and the intertextual construction of 'Irishness'; "Spitting Image" - TV genre and intertextuality; viewers' worlds - image, music, text and the "Rock and Roll Years"; intertextuality and the discursive construction of knowledge; intertextuality and situative contexts in game shows - the case of "Wheel of Fortune"; creator spiritus: - virtual texts in everyday life; text as the punctuation of semiosis.