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Extracted image analysis: a technique for deciphering mediated portrayals
Health Care for Women International
|March 1, 1995
Summary
We developed extracted image analysis to understand portrayals in print media. This method uses grounded theory to identify target audiences and group profiles in advertisements.
Area of Science:
- Media Studies
- Sociology
- Communication Theory
Background:
- Analyzing media portrayals is crucial for understanding societal perceptions.
- Previous methods may not fully capture the nuances of representation in advertising.
Purpose of the Study:
- To introduce and detail a novel technique called extracted image analysis.
- To provide a method for analyzing the "who is being portrayed/addressed" in print communication.
Main Methods:
- Utilizes grounded theory for developing ideal typologies.
- Applies the heuristic concept of ideal type (Weber, 1958).
- Focuses on reconstructing embedded ideal types within media messages.
Main Results:
- The technique offers a way to identify profiles of identifiable groups as perceived by message producers.
- Demonstrates potential for analyzing representations in menstrual product advertising.
- Highlights suitability for longitudinal analysis of portrayals over time.
Conclusions:
- Extracted image analysis is a valuable tool for deconstructing media messages.
- The method has broad applications beyond advertising, including identifying group perceptions.
- Facilitates deeper understanding of representation and audience targeting in print media.