Critical Analysis of the Popular Media and the Concept of Ideal Subject Position: Sports Illustrated as Case Study

Abstract

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