CRITICAL ANALYSIS OF THE POPULAR MEDIA AND THE CONCEPT OF IDEAL SUBJECT POSITION - SPORTS-ILLUSTRATED AS CASE-STUDY

This paper discusses critical and cultural studies approaches to popul ar media analysis. The concept of ideal subject position is presented as a useful tool for the analysis of media texts. Applying this concep t to a case study of Sports Illustrated supports the argument that Spo rts Illustrated texts beckon consumers who are white, Western, affluen t, Christian, heterosexual men. The political implications of this ana lysis are discussed.