1. Reading Texts
Textual analysis

2. What is a text?
• A message – Piece of communication
• Something we make meaning out of
• Texts are made from signs and codes
• In Latin it means something woven –
weaving together meaning
• We ‘read’ texts to create meaning

3. A text can be…
Virtually anything
• Written words (this one is obvious)
• Films
• Photographs
• Magazine covers
• Adverts, printed, TV, Online
• Packaging

4. A text can be…
• Cultural Products
• Cultural Practices
• Architecture
• Places (constructed)
A text is anything that has the potential to be read
or interpreted, anything that communicates
meaning
• List a variety of texts

5. How do we identify this meaning?
1. From the senders perspective
(signs, codes… all consciously
constructed)
2. From the receivers perspective
(interpretations of text, does not matter
senders intention)
3. From a cultural environment
perspective (looking more at context of
communication)

6. Questions to ask
• Subject?
• Purpose?
• Audience?
• Text Type?
• Write down four questions which
would make me describe the
product for you e.g. "What colour
is it?'
• Write down four questions which
would make me analyse the text
e.g. "Why is the colour red used?

7. How does the text communicate
with us?
• What questions do we
need to ask in order to
answer the question
above and ANALYSE
the text?
• Come up with four
questions to help us
understand what is
happening in the
text, only use questions
starting with HOW or
WHY.

8. The process school
Sender Receiver
Source – Transmitter – Channel – Receiver - Destination
• Senders Encode
• Receivers Decode
• Success is based on comparing message at
source and destination and reducing noise
• Meaning and context do not matter, receiver is
passive

9. • Text is encoded at the
source by Disney to
publicise and sell their
film. The transmitter is via
words and images making
the channel the actual
poster itself. It is received
by its intended audience
who decode it either
correctly as a movie
advert and go to watch it
or don't. There is little
noise present

11. The process school –
Lasswell Formula
• Who?
• Say what?
• To whom?
• In which Channel?
• To what effect?
Identifies the text, its context and intention
This implies that context is narrow and specific only

12. • Who? – Disney/ Jim
Carrey
• Says what? There is
another version of the
popular Charles Dickens
story coming to cinemas
from 6th Nov
• To whom? Those who see
the advert
• In which channel? Print
(visual)
• With what effect? It is
seen and then decoded
correctly

15. Homework
1. Find a text.
2. Apply both process approach and
Lasswells formula to it.
3. What is missing from your analysis?
4. Post on blog or bring in on paper for
next class