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Media Discourse Analysis Researching Cultural Meanings from Inception to Reception Textual Cultures 2 no2 77-99 Aut 2007 /catalog/index.php?cPath=519_1525 ABSTRACTTaking issue with some aspects of the methodology of critical discourse analysis,, as exemplified in the work of Norman Fair dough, Teun Van Dijk, and Ruth Wodak, this paper seeks to show the value of exploring empirically both the encoding and the decoding discourse practices that mediate, between media texts and sociocultural practices, an approach that it names as a holistic discourse ethnography, The value of such an approach is that it can contribute in a genuinely critical manner to the debates about contemporary media culture. Focusing on a responsibility ad from the oil company BP, the papers analytic method combines a careful attention to textual detail with systematic fieldwork that explores the meaning processes of text producers and recipients. In other words, it considers the whole communicative circuit of BPs responsibility ad, including its textual features, the purposes of its senders, and the. meanings generated by its recipients, using empirical ethnographic research, h concludes by turning 60 the work of the German sociologist Jürgen Habermas on democracy and the public sphere in order to theorize how public companies engage with the politicization of market discourse.????In THE PALL OF 1997 A POSTER CAMPAIGN WAS LAUNCHED IN AM, COMMUTER train stations in the Greater Copenhagen area to inform people that it was possible to take a bicycle on the trains (see Plate 1). The dominant element of the poster was a big photograph of a young man with a shaved head, wearing a leather jacket, and with a pleased smile on his face. He is sitting in a train next to a bicycle with a basket on his lap. Ole is faster than Bjarne, says the headline, and the copy says that you can take your bike with you on commuter trains free of charge on Saturdays and Sundays.????According to the manager of the railwa