How To Analyse Media Texts
There are many structures that can be used to analyse media texts. At MediaStudies4Life, we like the WHAT-HOW-WHY-LINK structure but it's not the only one so speak to your teachers to see what they advise for your exams.
The main thing to remember is that you don't want to just describe something, you want to be able to talk about it using media language terminology, solidify it with theory and context and really consider why it has been done, what factors may have impacted or determined the way it has been produced and what the impact is or could be.
WHAT
State what is shown (clear argument)
HOW
Explain how meaning is created (media language). Giving at least two examples that support your argument can make your argument even stronger.
WHY
Explain why this matters (effect/message/ideology/connotations)
LINK
Connect to theory and/or context
Example
This advert communicates that minor illnesses are often exaggerated as more serious than they really are.
WHAT: It represents an earache as a dramatic and destructive battle, suggesting that people treat minor health issues as major crises. HOW: firstly, this is constructed through the visual metaphor of the ear as a large, damaged planet under attack, with explosions, burn marks and laser fire, which visually signifies conflict and danger; this draws on sci-fi conventions and immediately connotes a high-stakes battle. Secondly, the headline “EARACHE STRIKES BACK” uses intertextuality by parodying Star Wars: The Empire Strikes Back, alongside bold, glowing typography that mimics film posters, reinforcing the dramatic, cinematic tone of the advert. WHY: these exaggerated and humorous techniques position the audience to recognise how minor illnesses are often over-dramatised, encouraging them to reflect on their own behaviour while also making the message memorable and engaging. This contrast between dramatic imagery and the simple instruction “Take the drama out of minor illnesses” emphasises that the solution is straightforward, promoting pharmacists as an appropriate first point of contact. LINK: This reinforces Barthes's Semiotics Theory, as the explosions and weaponry act as signifiers of danger, constructing connotations of seriousness which are then undermined by the advert’s message, as well as Neale's Genre Theory, as the advert uses recognisable sci-fi conventions to quickly communicate meaning to the audience. It also reflects the social context of NHS campaigns aimed at reducing pressure on GP services by encouraging self-care and alternative healthcare options.
The "Earache Strikes Back" advert (part of the "Take the drama out of minor illnesses" campaign) was created by the advertising agency M&C Saatchi for NHS England.
Contextual Factors
Context is all about the background circumstances surrounding a media text that might influence its content and allow you to understand it on a deeper level.
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Cultural: What cultures and traditions are represented? Are any cultures underrepresented? What did society think about different cultures at the time of the media text's production? Are there any particular behaviours, trends or lifestyles that are reflected?
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Historical: What period is the text set in? Is it the future, the past, a mixture of the two? Are any historical issues being revisited? How might audience's interpretation reflect the historical context?
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Economical: This is about the budget and funding, how the media text was produced and distributed, who owns the text and how the organisation is structured. It might also impact the style and look of a media text.
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Political: Are political themes being brought up that are similar to issues currently going on in the world? How is politics represented within the text through representations and ideologies?
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Social: Are any issues that are currently impacting society raised e.g. Global warming, immigration, government policies? What did society think at the time of the media text's production?