First International Conference on Critical Discourse Analysis
Valencia 2004
Critical Analysis across Media:
Games, Franchises, and the New Cultural Order
Jay Lemke
University of Michigan
My aim here is first to identify the phenomenon of the distributed trans-media franchise as a new kind of inter-medium with significant ideological potential. Second, to argue that some of its features, such as immersive alternative worlds and identification through online fan or player communities, as well as its ability to continue to re-present itself to us in many guises, in many sites, and across extended periods of time, may make it a more powerful medium for shaping people’s views of what is natural in the social world than prior media. And, finally, to ask what extensions of Critical Discourse Analysis, conceptually and in terms of research practices, will be needed to enable us to assess the affordances, effects, and dangers of this new inter-medium and its messages.
CDA: From Print Texts to Multimedia Franchises
Some New Strategies for CDA Research