By Michael S. Ball, Gregory W H Smith
This quantity offers a easy framework for utilizing visible facts - particularly nonetheless photos - as a device for social research. The authors verify the significance of theoretical assumptions in examining those info and supply suggestion on the best way to use photos in cognitive, symbolist and structuralist examine. The publication is richly illustrated with examples starting from local American mask to body spray ads.
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We continue the substantive focus of the previous chapter on fashion and the appearance of the human body with a consideration of the Strathems' (1971) symbolist analysis of self-decoration in Mount Hagen, New Guinea, and Levi-Strauss's (1983) structuralist analysis of Northwest Coast American Indian masks. We conclude with a structuralist analysis of contemporary Western advertising (Williamson, 1978). Throughout, our concern is to outline the general principles of symbolic and structuralist analysis with reference to studies of visual representations.
For Levi-Strauss, variations on a single mask style remained an enigma until 43 compared to other related masks and their associated mythologies. LeviStrauss's analysis is data sensitive in that it addresses individual manifestations of phenomena. This individuality is apprehended by locating a particular mask style in the context of related styles, so that similarities and differences are visually available. The particulars of an individual mask style thus make structural sense when seen in contrast and comparison with related styles.
Combinations of designs with their respective colors convey quite different symbolic messages. 3. Although wearing koi wal, this unbearded lad has his face painted like a girl's. Photo from Strathem & Strathem. 4. 4. Girls dancing with men, cheeks brightly adorned with chevrons (right) and Lozenges (left). Photo from Strathern & Strathern. the Strathems' Color Plate 19 (1971, following p. 164), which indicates extensive use of red, blue, and white face paints (a point that cannot be conveyed in black-and-white photography).
Analyzing Visual Data by Michael S. Ball, Gregory W H Smith