TEXT AS AN ARTIFACT – THEORETICAL-METHODOLOGICAL REFLECTION
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The main aim of the study is to define the diversity of theoretical-methodological principles for analysis and consequent interpretation of the text, with emphasis on those approaches whose complexity allows us to cross the field of literary science as well as to enter other disciplines such as media studies. In order to achieve this goal, it is necessary to define the concept of text, to indicate the appropriate terminology and to justify our consideration of the text as an artifact with a certain verbal value (in our study we focus specifically on literary and media text). Emphasis is placed on current literary-methodological approaches to text analysis. We suppose that the selected methods of analysis and subsequent interpretation of literary texts have been useful in studying media texts as well (e.g. audiovisual images). We try to confirm/possibly refuse the assumption in the final part of the study, in which we summarize the data obtained and then compare the results.
Authors and Affiliations
Lenka Rusňáková, Zuzana Chrenková
Keywords
Related Articles
- EP ID EP591094
- DOI -
- Views 99
- Downloads 0
BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT
The paper deals with the brands from the perspective of their market launch. Using a concrete example of a new Czech brand, the paper describes its launching strategy, from defining brand attributes, through proposal of...
CRM, SOCIAL NETWORKS AND SMALL AND MEDIUM ENTERPRISES. DOES IT ALL FIT TOGETHER?
The original concept of customer relationship management as based on communication in the physical environment is gradually transforming into a new kind of marketing approach where contact through social networks and rel...
IN-GAME ADVERTISING WITHIN ALAN WAKE AND ITS PERCEPTION (CASE STUDY)
In-game advertising as a mean of advertisement placement within digital games represents one of recent ways of how to reach potential consumers in current digital era. The aim of the study is to determine the difference...
BUILDING BRAND COMPETITIVENESS THROUGH CSR IN SMES
The Corporate Social Responsibility has played significant role in brand management in recent years and as was shown in a lot of case studies and papers on this topic, it has huge impact on building stakeholder value. Th...
POLITICAL COMMUNICATION OF MPS OF THE PEOPLE’S PARTY – OUR SLOVAKIA IN DIGITAL AREA
Political communication is an essential part of the research of social and behavioral sciences focusing on the functioning of society and its components. Its form has changed significantly over recent years as a result o...