We focus on the following topics related to Media and Cultural Studies: theory and techniques of encoding and decoding media texts; the role of alternative media in transforming community and its public sphere; the analysis of the effective use of in public relations, advertisement, marketing, tourism, etc.
All media are constructions. In other words, messages transmitted via media reflect values, ideologies, points of views of their producers. Media Literacy is the ability to analyse and evaluate the role of constructive media messages in society as well as to learn skills necessary for participating in society with mediated messages. We investigate pedagogical practices and course designs to facilitate learning of Media Literacy for non-media professionals.
We explore how to adapt the study of signs (semiotics) to interpret messages in media texts. For example, the Pears’ Soap advertisement shown here consists of two kinds of signs: the name of the product and the image of a child looking up at a bubble. Because there is no image of the product itself, the reader is invited to regard the child as the representation of the product. Each media text is constructed using its own creative language (sign system), and needs cultivate different analytical techniques, which is our aim of research.
Cultural Nationalism in the Celtic Fringe as the basis of understanding Multiculturalism
Media often marks out cultural minorities negatively and alienates them from the dominant social groups. But it is not always the case. Wales, one of the so-called Celtic Fringe, used to be despised as a ‘barbarous mountain nation’ by the English. But when the sublime beauty of the mountain landscape came to be appreciated by connoisseurs, the image of the mountainous Wales became popular through the media, and which led to a rebirth of the Welsh nation. We research how the media image influences the definition of the Other and the self-identification of Us in order to establish better ways of communications in today’s multicultural and global society.
Own web site
Does a cat realise what he sees in the media is a reflection of reality?
Pears’ Soap is represented as an innocent and pure child
‘Evil and devil-haunted’ Welsh mountains are now popular tourist attractions!