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date: 24 May 2022

Abstract and Keywords

This article considers the question of the efficacy of modern mainstream film and the media studies' dominant modes of analyzing texts. It explores the alternatives from media anthropology and political economy, and seeks to combine economic and ethnographic insights with textual analysis. These methods provide a major historicization of cultural context, and supplement the examination of textual properties and spectatorial processes with an account of occasionality. It also considers the shifts that characterize the existence of texts as cultural commodities. The article concludes with a textual analysis of a classic film noir, Gilda, and shows how relevant screen texts are adopted as guides for living.

Keywords: textual analysis, mainstream film, media studies, media anthropology, political economy, ethnographic insights, historicization, cultural commodities, screen texts

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