School of Communication and Information
Foundations of Media Analysis
04:567:217:90
Spring 2021
Course Syllabus
Course delivery:
Fully online
Course Website:
https://canvas.rutgers.edu/
Instructor:
Thiam Huat Kam
Email:
Use Canvas Inbox
Office Hours:
Via Skype, by appointment
Description:
This course offers a survey of critical approaches to the analysis of media and its impact on
society. It sets out to promote skills for assessing and conducting original research on a range of
media products. We will look at the predominant critical theories and perspectives that help
scholars and critics to make sense of the media. We will read, watch, discuss, and analyze a
variety of media products. As we interrogate these sites of cultural production, we will apply a
diverse set of critical methodologies and theoretical traditions. These approaches to media and
cultural analysis open up a wide diversity of perspectives, sometimes in disagreement with one
another, over how to study mass mediated culture.
Learning Objectives:
Upon successful completion of this course, students will be able to:
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Demonstrate proficiency in the key methods of textual analysis in the field of media
studies.
Properly conduct original, scholarly research on a variety of media texts.
Analyze how to construct meaning after observing or interacting with various genre of
mass media.
Students will also learn how to be a critical reader and a critical consumer of the mass media
with an ability to articulate media criticisms by advancing arguments that are substantiated by
evidence.
Class Materials
Students can access all class materials on or through Canvas and the Rutgers Library website.
Grading Scale
RU SC&I allows the following standard final course grades: A (90-100), B+(85- 89), B (80-84),
C+ (75-79), C (70-74), D (65-69), and F (64 and below).
Grade Distribution
Weekly Analysis/Discussion Posts 60%
Final Paper Proposal 10%
Final Paper 30%
Course Assignments:
Weekly Analysis/Discussion Posts
You are required to post each week for 12 weeks, beginning in week 2. While you might be
prompted to address a specific set of questions each week, you will essentially be analyzing a
“media text”, using concepts, frameworks, perspectives, and theories you picked up from the
week’s course materials. (For example, using feminist analysis in Week 7’s discussion.)
You MUST also provide relevant URLs, images (e.g., screenshots), or embedded videos relating
to the “media text” you are analyzing.
At the least, your posts should include rich description of your chosen media text and an analysis
rooted in concepts from the course. It’s expected that as the semester progresses, your posts will
get better. You’ll have more concepts to draw on from the course and greater familiarity with
media analysis, so your description and analysis by the end of the semester should surpass your
first few posts. Remember that you can always draw on what you learnt in earlier weeks of the
course.
Initial posts for each week are always due by 11:59 PM, EST, Thursday of the week. Submit
your posts to the relevant discussion boards. Then write ONE response to a peer’s post latest by
11:59 PM EST, Friday of the week, and ONE MORE response latest by 11.59 p.m., Saturday of
the week. Your response should also draw on concepts from the readings.
In sum, you have to post at least THREE TIMES each week: The first post is due on
Thursday, 11.59 p.m. EST and the second post (first reply to a classmate’s first post) is due
Friday, 11.59 p.m. EST. The third (and any additional) post must be made by Saturday,
11.59 p.m. EST. The second and third posts are responses to your classmates’ posts (including
their comments on your own posts), and are meant to begin an intellectually engaging discussion
among yourselves.
You cannot make up late posts. The point of this assignment is to write regularly and on time.
Paper Proposal (due Tuesday, March 9 at 11.59 p.m.)
Submit a 1-2 page (single-space) proposal for the Analysis Paper (see below). You will describe
the media product you are interested in analyzing for the Analysis Paper. You will also refer to
AT LEAST THREE course materials from Weeks 2 to 8, and explain at length the theories,
concepts, and frameworks from these course materials that might be relevant to a critical
understanding of your chosen media product.
You do not have to actually analyze the media product at this stage, but you are welcome to
provide a sample analysis.
The aim of the assignment is to help you to start thinking about your analysis paper earlier in
order to make it more coherent. I will be able to give you feedback to direct you to relevant
materials to help you to complete your analysis paper.
Analysis Paper (due Friday, April 30 at 11.59 p.m.)
Write a 3-4 page (single-spaced) paper, focusing on an analysis of a media product. You will use
two or more forms of media analysis to offer a critical appraisal of a media artifact using
evidence to construct a logical argument. You need to use AT LEAST SIX course materials for
your analysis. Further details will be provided.
Late Submission Policy:
Unless otherwise noted, all written assignments are due at the time and date listed in the syllabus.
If you experience an unavoidable personal situation that prevents you from completing work on
time, please inform the instructor prior to the date the work is due. Late work will result in points
taken off, a lowering of the assignment grade, and/or an “F,” depending on the assignment.
Library Resources
Rutgers University Libraries offer numerous resources to assist students. Librarians can help
guide you through research and reference tools. A series of LibGuides are available to get you
started.
Here are some of the LibGuides you may find useful:
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Introduction to Rutgers University Libraries (http://libguides.rutgers.edu/intro)
Congressional Research (http://libguides.rutgers.edu/congress)
Communication Studies (http://libguides.rutgers.edu/cat.php?cid=25866)
Government Information (http://libguides.rutgers.edu/cat.php?cid=25881)
Journalism and Media Studies (http://libguides.rutgers.edu/cat.php?cid=34201)
Law (http://libguides.rutgers.edu/cat.php?cid=25854)
Library and Information Science (http://libguides.rutgers.edu/cat.php?cid=25870)
Political Science (http://libguides.rutgers.edu/cat.php?cid=25871)
Academic Integrity
The consequences of scholastic dishonesty are very serious. Please review Rutgers’ academic
integrity policy (http://academicintegrity.rutgers.edu/).
Multimedia presentations about academic integrity
(http://www.scc.rutgers.edu/douglass/sal/plagiarism/intro.html) are also available.
Academic integrity means, among other things:
o Develop and write all of your own assignments.
o Show in detail where the materials you use in your papers come from. Create citations
whether you are paraphrasing authors or quoting them directly. Be sure always to show
source and page number within the assignment and include a bibliography in the back.
o Do not look over at the exams of others or use electronic equipment such as cell phones or
MP3 players during exams.
o Do not fabricate information or citations in your work.
o Do not facilitate academic dishonesty for another student by allowing your own work to be
submitted by others.
If you are doubtful about any issue related to plagiarism or scholastic dishonesty, please discuss
it with the instructor.
I will take instances of academic dishonesty very seriously. All of your work for this class
should be original and your own. Rutgers’ academic integrity policy is online at the following
website: http://ctaar.rutgers.edu/integrity/policy.html
As with all courses at the Rutgers, all of the work that you turn in for this course is expected to
be your own, although you will be allowed to seek assistance with your writing/grammar (just
not anything to do with the content of any paper). Failure to do so will mean a minimum of your
failing that particular assignment, and possibly failing the course with a notation of the situation
being forwarded to the University Judicial Office for further action (i. e. academic probation or
expulsion), depending of the degree of the lapse of academic integrity. Should such a situation
occur, you will be asked to meet with me to determine what action will be deemed appropriate.
This is always an unpleasant discussion for both the student and me, so please don’t even
consider putting yourself in such a position. If you ever have a question about what is or is not
proper, on any matter, just ask.
Students with Disabilities
Students with documented disabilities who wish accommodations in this class must do so
through the Rutgers Disabilities Services Office (http://disabilityservices.rutgers.edu/). SC&I
Assistant Dean Kevin Ewell < kevin.ewell@rutgers.edu > will coordinate your services locally.
Student who develop disabling medical problems or other issues during the semester that affect
your ability to complete coursework should request advising from SC&I Assistant Dean Kevin
Ewell <kevin.ewell@rutgers.edu >.
Student-Wellness Services
Counseling, ADAP & Psychiatric Services (CAPS) (http://rhscaps.rutgers.edu/)
(848) 932-7884 / 17 Senior Street, New Brunswick, NJ 08901
CAPS is a University mental health support service that includes counseling, alcohol and other
drug assistance, and psychiatric services staffed by a team of professional within Rutgers Health
services to support students’ efforts to succeed at Rutgers University. CAPS offers a variety of
services that include: individual therapy, group therapy and workshops, crisis intervention,
referral to specialists in the community and consultation and collaboration with campus partners.
Violence Prevention & Victim Assistance (VPVA) (http://vpva.rutgers.edu)
(848) 932-1181 / 3 Bartlett Street, New Brunswick, NJ 08901
The Office for Violence Prevention and Victim Assistance provides confidential crisis
intervention, counseling and advocacy for victims of sexual and relationship violence and
stalking to students, staff and faculty. To reach staff during office hours when the university is
open or to reach an advocate after hours, call 848-932-1181.
Disability Services (ODS) (https://ods.rutgers.edu)
(848) 445-6800 / Lucy Stone Hall, Suite A145, Livingston Campus, 54 Joyce Kilmer Avenue,
Piscataway, NJ 08854
The Office of Disability Services works with students with a documented disability to determine
the eligibility of reasonable accommodations, facilitates and coordinates those accommodations
when applicable, and lastly engages with the Rutgers community at large to provide and connect
students to appropriate resources.
Scarlet Listeners (http://www.scarletlisteners.com)
(732) 247-5555
Free and confidential peer counseling and referral hotline, providing a comforting and supportive
safe space.
“Just In Case” Web App (http://codu.co/cee05e)
Access helpful mental health information and resources for yourself or a friend in a mental
health crisis on your smartphone or tablet and easily contact CAPS or RUPD.
Other Services
Rutgers has Learning Centers (http://lrc.rutgers.edu/) on each campus where any student can
obtain tutoring and other help. Rutgers also has a Writing Program
(http://plangere.rutgers.edu/index.html) where students can obtain help with writing skills and
assignments.
Technical Support
SC&I IT Services offers help with a variety of technology problems. They are located in the
SC&I Building in Room 120 (first floor); 848-932-5555; help@comminfo.rutgers.edu
This is a fully online course, which can be accessed through the Rutgers Canvas site at
https://tlt.rutgers.edu/canvas starting the first day of class. You will need your Rutgers NetID
username and password to log into the Canvas course management system.
For tech help with Canvas, please visit https://it.rutgers.edu/help-support.
Course Schedule
This is a tentative schedule. Please make sure to check the Canvas website and your e-mail
regularly just in case we may need to update the schedule/reading.
Week 1 (01/19-01/24) Introduction
No readings
Week 2 (01/25-01/31) Ideology and discourse
Becker, R. (2018). Ideology. In M. Kackman & M.C. Kearny (Eds.), The craft of criticism:
Critical media studies in practice (pp. 11-22). New York: Routledge.
Gill, R. (2018). Discourse. In M. Kackman & M.C. Kearny (Eds.), The craft of criticism: Critical
media studies in practice (pp. 23-34). New York: Routledge.
Week 3 (02/01-02/07) Representation
Beltran, M. (2018). Representation. In M. Kackman & M.C. Kearny (Eds.), The craft of
criticism: Critical media studies in practice (pp. 97-108). New York: Routledge.
Hall, S. (1997). The work of representation. In S. Hall (Ed.), Representation: Cultural
representations and signifying practices (pp. 13-74). London: Sage Publications.
Week 4 (02/08-02/14) Postmodern Media
Collins, J. (1992 [1987]). Television and postmodernism. In R.C. Allen (Ed.), Channels of
discourse, reassembled (pp. 327-353). Chapel Hill: The University of North Carolina Press.
Wernick, A. (1991). Promotional culture: Advertising, ideology, and symbolic expression.
Newbury Park, CA: Sage Publications. [Chapter 5, pp. 92-123]
Li, J.Y. (2012). From Superflat windows to Facebook walls: Mobility and multiplicity of an
animated shopping gaze. Mechademia, 7, 203-221.
Week 5 (02/15-02/21) Marxist Analysis
Berger, A.A. (1991). Media analysis techniques. Newbury Park, CA: Sage Publications.
[Chapter 2 Marxist analysis, pp. 32-55]
Fuchs, C. (2011). Foundations of critical media and information studies. New York: Routledge.
[Chapter 4 Karl Marx and critical media and information studies, pp. 135-160]
Week 6 (02/22-02/28) Looking at Media through Political Economy and Production
Jhally, S. (1989). The political economy of culture. In I. Angus & S. Jhally (Eds.), Cultural
politics in contemporary America (pp. 65-81). New York: Routledge.
Meehan, E. (1986). Conceptualizing culture as commodity: The problem of television. Critical
Studies in Mass Communication, 3, 448-457.
Lotz, A.D. (2019). Show me the money: How revenue strategies change the creative possibilities
of Internet-distributed television. In M. Deuze & M. Prenger (Eds.), Making media: Production,
practices, and profession (pp. 337-345). Amsterdam: Amsterdam University Press.
Week 7 (03/01-03/07) Feminist Analysis
Kaplan, A. (1992[1987]). Feminist criticism and television. In R.C. Allen (Ed.), Channels of
discourse, reassembled (pp. 247-283). Chapel Hill: The University of North Carolina Press.
Bordo, S. (2003[1993]). Unbearable weight: Feminism, Western culture, and the body.
Berkeley: University of California Press. [Reading the slender body, pp. 185-212]
Jhally, S. (Director) (2010). Killing us softly 4: advertising’s image of women [Documentary].
Media Education Foundation. [Please access this documentary through the Rutgers Library
website or the following link: https://www.njvid.net/show.php?pid=njcore:17548. You will be
prompted first to select your university, then to input your ID and password.]
Week 8 (03/08-03/14) Investigating gender construction and negotiation in media
Hanke, R. (1998). Theorizing masculinity with/in the media. Communication Theory, 8(2), 183203.
Ricciardelli, R., Clow, K.A., & White, P. (2010). Investigating hegemonic masculinity:
Portrayals of masculinity in men’s lifestyle magazines. Sex Roles, 63, 64-78.
Lotz, A.D. (2014). Cable guys: Television and masculinity in the 21st century. New York: New
York University Press. [Chapter 1, pp. 19-51]
*Paper proposal due March 9.
Spring Break (03/13-03/21)
Week 9 (03/22-03/28) Examining Racism in Media
Hall, S. (1981). The whites of their eyes: racist ideologies and the media. In G. Bridges & R.
Brunt (Eds.), Silver linings: some strategies for the eighties (pp. 28-52). London: Lawrence &
Wishart. [Read carefully until p. 47. You may skim pp. 48-52.]
Wasko, J. (2020[2001]). Understanding Disney: The manufacture of fantasy. Cambridge: Polity
Press. [Chapter 5 Analyzing the world according to Disney]
Week (10 03/29-04/04) Unraveling Orientalism
Said, E. (2003[1978]). Orientalism. London: Penguin Books. [Introduction, pp. 1-28]
Wirman, H. (2016). Sinological-orientalism in Western news media: Caricature of games culture
and business. Games & Culture, 11(3), 298-315.
Week 11 (04/05-04/11) Analyzing the media constitution of “normal” audiences: the case of
fans
Stanfill, M. (2019). Exploiting fans: How the media industry seeks to manipulate fans. Iowa
City: University of Iowa Press. [Chapters 1 & 2, pp. 21-76]
Week 12 (04/12-04/18) Analyzing (trans)media cultures: the case of gaming culture
Massanari, A.L. & Chess, S. (2018). Attack of the 50-foot social justice warrior: the discursive
construction of SJW memes as the monstrous feminine. Feminist Media Studies, 18(4), 525-542.
Phillips, A. (2020). Gamer trouble: Feminist confrontations in digital culture. New York: New
York University Press. [Chapter 3, pp. 99-136]
Week 13 (04/19-04/25) Analyzing the affective economies of media: the case of pop-idols
Galbraith, P.W. & Karlin, J. (2019). AKB48. Oxford: Bloomsbury Academic. [You can access
the electronic version of the book through the Rutgers Library website:
https://rutgers.primo.exlibrisgroup.com/discovery/fulldisplay?docid=alma991031417251204646
&context=L&vid=01RUT_INST:01RUT&lang=en&search_scope=MyInst_and_CI&adaptor=Lo
cal%20Search%20Engine&tab=Everything&query=any,contains,AKB48&offset=0. Click on
ProQuest Ebook Central, and you will be prompted to log in with your ID and password.]
Week 14-Final Week (04/26-05/03)
Analysis paper due April 30