เปรียบเทียบวิธี

	การวิเคราะห์วาทกรรมในสื่อ	การวิเคราะห์เนื้อหาภาพ
สาขาวิชา	สื่อศึกษา	สื่อศึกษา
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1978	1955
ผู้ริเริ่ม	Michel Foucault, Norman Fairclough	Erwin Panofsky, Gillian Rose
ประเภท	Method for examining how discourse in media constructs meaning, identity, and power relations	Multi-layered analytical method for interpreting images and visual meaning
แหล่งต้นตำรับ	Fairclough, N. (1992). Discourse and Social Change. Polity Press.	Panofsky, E. (1955). Meaning in the Visual Arts. Doubleday.
ชื่อเรียกอื่น	critical discourse analysis, media discourse analysis, CDA	visual analysis, image analysis, iconographic analysis
ที่เกี่ยวข้อง	5	5
สรุป	Discourse Analysis in Media is a method for examining how media texts use language, images, and communication patterns to construct meanings, shape identities, and perpetuate or challenge power relations. Developed from linguistic analysis and critical theory—particularly Michel Foucault's concept of discourse as a system of knowledge-production and Norman Fairclough's critical discourse analysis (CDA) framework—the method reveals how what appears as neutral information or entertainment actually participates in maintaining or challenging social hierarchies and ideologies. The method is specifically concerned with how discourse operates politically: what it makes possible to think and say, whom it privileges, and what alternatives it renders invisible.	Visual Content Analysis is a systematic qualitative method for interpreting images, photographs, films, and other visual media to understand their meanings, social contexts, and cultural significance. Developed from art history, semiotics, and cultural studies—particularly Erwin Panofsky's iconographic method and contemporary approaches by Gillian Rose and Kress and Van Leeuwen—it decodes how images communicate through composition, color, symbol, and cultural convention. The method recognizes that images are not transparent representations but complex texts that require careful interpretive work to reveal embedded meanings and ideological assumptions.