Applied Discourse Analysis Popular Culture, Media, and Everyday Life
This book, written in an accessible style and illustrated with drawings by the author and with many other images, discusses the basic principles of discourse theory and applies them to various aspects of popular culture, media and everyday life. Among the
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Arthur Asa Berger
Applied Discourse Analysis Popular Culture, Media, and Everyday Life
Arthur Asa Berger San Francisco State University San Francisco, California, USA
ISBN 978-3-319-47180-8 ISBN 978-3-319-47181-5 (eBook) DOI 10.1007/978-3-319-47181-5 Library of Congress Control Number: 2016956860 © The Editor(s) (if applicable) and The Author(s) 2016 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Cover illustration: © Bitboxx.com Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
CONTENTS
1 Introduction: Li’l Abner and Critical Multimodal Discourse Analysis
1
Part I Communication 2 Communication: What Objects Tell Us
13
3 Language: Speed Dating
21
4 Metaphor: Love Is a Game
29
5 Words: Freud on Dreams
35
6 Images: Advertising
41
7 Signs: Fashion
51
Part II Texts 8 Narratives: Fairy Tales
63
9 Texts: Hamlet
77 v
vi
CONTENTS
10 Myths: The Myth Model
91
11 Genres: Uses and Gratifications
99
12 Humor: Jokes
107
13 Intertextuality: Parody
119
Part III Concepts 14 Ritual: Smoking
127
15 Lifestyles: Grid-Group Theory
135
16 Sacred and the Profane: Department Stores and Cathedrals
145
17 Ideology: The Prisoner
155
18 Culture: Identity
167
19 Nobrow Culture: The Maltese Falcon
179
References
187
Index
191
ABOUT THE AUTHOR
Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught from 1965 until 2003. He received BA in English and Philosophy at the University of Massachusetts in 1954; MA in journalism at the University of Iowa (and studied at the Writers’ Workshop there) in 1956, and PhD in American studies at the University of Minnesota in 1965. He wrote his dissertation on the comic strip Li’l Abner. During the academic year 1963–1964, he had a Fulbright
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