Page 41 - Introduction to Electronic Commerce and Social Commerce

30 • Sport, Media and Society

original associations. For example, if you analyse a newspaper article, find the ac-
tual newspaper in which the article appeared, rather than relying on a Web archive
that may not present an article in the same format. Avoid focusing on photographs
alone because other texts accompanying photographs—a headline, an article, a
caption—will have an impact on their meaning.

Step 2: Describe what you see (and hear . . . and smell and feel)

• This is the first stage of your analysis in its own right. Describe your case study at
the denotational level. Be as accurate as you can, taking note of everything that is
there, but trying not to make links to cultural meanings and associations.

For two-dimensional still images, articles or advertisements,
• describe the objects/people depicted
• describe the sizes and shapes of words and images
• describe the colours
• describe the lighting
• describe the fonts
• describe the layout.

For fi lm or television sequences,
• describe the image, including
• people, objects, colours, shapes
• camera angle/position/movement
• editing
• lighting
• describe graphics and written words
• note spoken words
• describe sound effects
• describe music.
For three-dimensional environments,
• describe the things you can see as you move through the space, including
• spatial design features
• entrances and exits

• markers that direct navigation or control flow (e.g. turnstiles, directional
arrows)
• objects
• posters
• photographs
• television screens
• advertisements