ABSTRACT
All media content is, at least to some degree, the authors will argue, a matter of cobbling together ‘scraps’ of discourse containing the ‘voices’ of different people—a process known as intertextuality. They will then look at the different ways these discourse processes help to shape the professional identities and practices of media producers such as journalists. They will also consider how people other than media producers, such as government regulators, advertisers, and audiences, play a role in the production of media products. When media products appear in front of their eyes, they experience them as ‘finished products’ that they can watch or read as well as analyze. So far, they have introduced a range of different ways of analyzing media content as ‘finished products’, looking at their structure and content and the ways they are shaped by the use of different modes and materialities.
