Methodology for researching “specific media units”: an interdisciplinary approach and new techniques
DOI:
https://doi.org/10.17721/2522-1272.2025.87.11Keywords:
specific media units, methodological approach, musical news intros, jingles, functions, media effectAbstract
The aim of the article is to present a methodological view on the study of specific media units, which are context-dependent elements of media content that perform special, sometimes hidden functions of influencing the audience or are endowed with specific structural functions in a media work. Such units are revealed to the researcher from another, unusual side when interdisciplinary approaches and methods of other sciences are applied to them. Method. This is a review of the methodology for studying specific media units, built on the basis of descriptive-analytical and comparative approaches, with elements of a critical review of the literature. The material was scientific works devoted to methods of analyzing small media structures (jingles, logolines, intro, etc.), in the fields of media studies, semiotics, audiovisual communication and musicology. Results. The following methods for studying specific media units are described: case studies, discourse analysis/semiotic analysis, experimental and quasi-experimental methods, interpretive reconstruction, acoustic analysis, AI-as-participant method, interdisciplinary approach. Conclusions. The analysis of the methodological landscape of studying specific media units generally indicates the interdisciplinary nature of this issue.
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