This article employs schematic framing as an analytic tool to examine the popular culture figure of Lady Gaga as a genre. It is known that genre analysis is a powerful tool for popular cultural studies. However, the typical genre approach which relies on identification of the stable linguistic (and semiotic) features a genre entails in respect of form, substance, functions, and relations is only applicable when a text is perceived as a sole composition of semiotic units such as syntax, textual and rhetoric structures, and lexical devices. It is hardly useful in this respect in examining social texts such as popular culture movements that have the propensity to become prototypes or genres, for other successive social texts. As such, through analyzing the Lady Gaga genre as schematic frames and mediated publicness, I argue in the article that macro-analytic tools such as schematic framing are more useful than the semiotic unit analyses in unpacking the volatility of similar social texts, as well as their social ramifications in times of rapid digitization and convergence.
|Number of pages||20|
|Journal||Journal for Communication and Culture|
|Publication status||Published - 2016|