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 topics it analyzes are speed dating, advertising, jokes, language use, myths, fairy tales and material culture.
Introduction: Lil Abner and Critical Multimodal Discourse Analysis
PART I: COMMUNICATION
1. Communication: What Objects Tell Us
2. Language: Speed Dating
3. Metaphor: Love is a Game
4. Words: Freud on Dreams
5. Images: Advertising
6. Signs: Fashion
PART II: TEXTS
7. Narratives: Fairy Tales
8. Texts: Hamlet
9. Myths: The Myth Model
10. Genres: Uses and Gratifications
11. Humor: Jokes
12. Intertextuality: Parody
PART III: CONCEPTS
13. Rituals: Smoking
14. Lifestyles: Grid-Group Theory
15. Sacred and Profane: Department Stores and Cathedrals
16. Ideology: The Prisoner
17. Culture: Identity
18. Nobrow Culture: The Maltese Falcon
Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than seventy books on media, popular culture, humor, selÉ
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