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Bignell, J. ORCID: (2017) Myth. In: Ouellette, L. and Gray, J. (eds.) Keywords for Media Studies. New York University Press, New York, pp. 123-125. ISBN 9781479859610

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This chapter explains that "myth" in media analysis refers to how words and images are systematically used to communicate cultural and political meanings, in texts such as advertisements, magazines, films, or TV programmes. The chapter briefly outlines the methodology of semiotics, which proposes that our perception and understanding of reality is constructed by words and other signs. Media mythologies support ideologies naturalizing consumerism and acquistiveness, economic and gender inequality, and environmental degradation. Analyzing contemporary myth can be difficult because current ideologies are made to seem commonsensical, but there is need for the powerful semiotic methodologies that have been embedded in media studies for half a century.

Item Type:Book or Report Section
Divisions:Arts, Humanities and Social Science > School of Arts and Communication Design > Film, Theatre & Television
ID Code:69989
Uncontrolled Keywords:media. semiotics, myth, semiology, ideology
Publisher:New York University Press

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