Lévi-Strauss’ theory of binary opposition suggests that media texts are structured around conflicting pairs (such as good vs evil, us vs them, rich vs poor). These oppositions help to drive narrative meaning, create tension, and often reflect the values and ideologies of a society. The dominant side of each opposition usually aligns with the preferred reading and supports a particular worldview or ideology.
1. Start with the Overall Message or Ideology
-
Ask: What is the text trying to say?
-
Identify the dominant viewpoint or value that is being conveyed.
-
Consider whether the media text relies on contrasting ideas (e.g. order vs chaos, safety vs threat, tradition vs progress).
2. Analyse the Images
-
What does the image show literally (denotation)?
-
What contrasting ideas are visually presented?
-
Look at composition, facial expression, camera angle, clothing, and setting.
Example: A politician framed in front of a national flag may be set up in opposition to a protestor in a crowd—authority vs unrest.
3. Explore the Main Headline
-
Identify any emotive or divisive language.
-
What two ideas are being contrasted? (e.g. “heroes” vs “thugs”, “victory” vs “disaster”)
4. Consider the Use of Subheadings, Captions, and Pull Quotes
-
What further oppositions do they set up or reinforce?
-
How do these elements help position one side as dominant or preferable?
5. Identify Binary Oppositions that Reflect Ideologies
-
Are any groups or ideas being placed in opposition?
-
Does the text present one side more favourably?
-
Ask: What ideology is being reinforced through this structure of opposition?
-
Example: Protestors vs police (disorder vs order), urban vs rural (chaotic vs peaceful), young vs old (impulsive vs wise).
6. Address Audience Positioning
-
Who is the audience encouraged to identify with?
-
Which side of the opposition are they aligned with?
-
What emotions or values are being triggered by this positioning?
Sentence Starters for Your Essay
-
“This text sets up a binary opposition between ___ and ___ to communicate…”
-
“According to Lévi-Strauss, meaning is created through conflict, and this is seen in the contrast between…”
-
“The image/headline creates a structural binary which aligns the audience with ___ over ___.”
-
“The opposition of ___ vs ___ reinforces the ideological belief that…”
Applying Binary Opposition to CONTEXT
1. Social Context
Look for: Representations of identity, class, gender, race, age.
Lévi-Strauss link:
-
Social divisions are often constructed through binary oppositions (e.g. young vs old, working class vs elite, traditional gender roles vs modern identities).
-
Media texts use these structures to reflect or challenge social norms.
Example: A text might frame youth as reckless and older people as wise, reinforcing generational stereotypes.
2. Cultural Context
Look for: Symbols, traditions, language, shared values.
Lévi-Strauss link:
-
Cultures are often portrayed through contrasting identities (e.g. “us” vs “them,” local vs foreign).
-
This binary structure can either celebrate cultural identity or enforce exclusion and otherness.
Example: A British celebration may be placed in contrast with a foreign event, creating a binary of national pride vs external threat.
3. Political Context
Look for: Power dynamics, ideology, conflict, justice, rights.
Lévi-Strauss link:
-
Politics in media is often framed around binaries: left vs right, leader vs enemy, freedom vs control.
-
These oppositions simplify complex issues and steer the audience toward one ideological position.
Example: A leader shown as calm and strong is placed in opposition to protestors shown as chaotic, reinforcing pro-establishment values.
4. Historical Context
Look for: Past values, major events, evolving attitudes.
Lévi-Strauss link:
-
Binaries can highlight changing ideologies over time (e.g. traditional roles vs modern values).
- Historical media might reflect binaries that no longer hold the same meaning today, helping us understand shifts in public belief.
Example: A wartime poster showing men as fighters and women as homemakers reflects historical gender binaries.
No comments:
Post a Comment