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Extracted image analysis: a technique for deciphering mediated portrayals

D H Berg, L B Coutts

    Health Care for Women International
    |March 1, 1995
    PubMed
    Summary
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    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:

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  • 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.