Contextual Analysis A contextual analysis is simply an analysis of a text (in whatever medium, including multi-media) that helps us to assess

that text within the context of its historical and cultural setting, but also in terms of its textuality or the qualities that characterize the text as a text. A contextual analysis combines features of formal analysis with features of cultural archeology, or the systematic study of social, political, economic, philosophical, religious, and aesthetic conditions that were (or can be assumed to have been) in place at the time and place when the text was created. While this may sound complicated, it is in reality deceptively simple: it means situating the text within the milieu of its times and assessing the roles of author, readers (intended and actual), and commentators (critics, both professional and otherwise) in the reception of the text.

A contextual analysis can proceed along many lines, depending upon how complex one wishes to make the analysis. But it generally includes several key questions: 1. What does the text reveal about itself as a text? Describe (or characterize) the language (the words, or vocabulary) and the rhetoric (how the words are arranged in order to achieve some purpose). These are the primary components of style. 2. What does the text tell us about its apparent intended audience(s)? What sort of reader does the author seem to have envisioned, as demonstrated by the texts language and rhetoric? What sort of qualifications does the text appear to require of its intended reader(s)? How can we tell? What sort of readers appear to be excluded from the texts intended audiences? How

can we tell? Is there, perhaps, more than one intended audience? 3. What seems to have been the authors intention? Why did the author write this text? And why did the author write this text in this particular way, as opposed to other ways in which the text might have been written? Remember that any text is the result of deliberate decisions by the author. The author has chosen to write (or paint, or whatever) with these particular words and has therefore chosen not to use other words that she or he might have used. So we need to consider: what the author said (the words that have been selected); what the author did not say (the words that were not selected); and how the author said it (as opposed to

other ways it might or could have been said). 4. What is the occasion for this text? That is, is it written in response to Some particular, specific contemporary incident or event? Some more general observation by the author about human affairs and/or experiences? Some definable set of cultural circumstances? 5. Is the text intended as some sort of call to or for action? If so, by whom? And why? And also if so, what action(s) does the author want the reader(s) to take? 6. Is the text intended rather as some sort of call to or for reflection or consideration rather than direct action?

 If so, what does the author seem to wish the reader to think about and to conclude or decide? Why does the author wish the readers to do this? What is to be gained, and by whom? 7. Can we identify any non-textual circumstances that affected the creation and reception of the text? Such circumstances include historical or political events, economic factors, cultural practices, and intellectual or aesthetic issues, as well as the particular circumstances of the author's own life.

Contextual analysis is when you have an awareness of the society, politics and culture of which the material was produced - the society the creator came from.

Texts can be seen as products of their environment, and when you evaluate a text within its context your understanding of the material and its creator deepens. On another note, and this is not the history of art section, but since textual analysis covers the visual arts (a painting is called a text), I will offer an example: An abstract painting could be aimed at being merely textual, not contextual. In other words, its calling you to respond to its forms on face value, appreciate it for its own expressive sake. The significant meaning will not carry value for the masses, but for some the experience could be emotional or intellectual. Traditional art calls for you to see how the artist has represented the external world. For example, how an artist has used his/her skill to produce an image that many people recognizes and may relate to on some level.

Context analysis is a method to analyze the environment in which a business operates. Environmental scanning mainly focuses on the macro environment of a business. But context analysis considers the entire environment of a business, its internal and external environment. This is an important aspect of business planning. One kind of context analysis, called SWOT analysis, allows the business to gain an insight into their strengths and weaknesses and also the opportunities and threats posed by the market within which they operate. The main goal of a context analysis, SWOT or otherwise, is to analyze the environment in order to develop a strategic plan of action for the business.

Textual Analysis
Analyze the Rhetorical Context 1. Who is the writer? 2. What is her or his role or position? 3. Who is the intended audience? 4. What is the exigency which prompted this writer to write? 5. What discipline or discourse community does this text seem to be a part of? Analyze the Textual Features 1. What issue is being addressed? 2. What position does the writer take? 3. What is the author's major claim or thesis? 4. Is the claim qualified (does the author hedge)? If so, how? 5. What evidence or reasons does the author supply to support the claim? 6. How good are these reasons or evidence? 7. Why do you trust or distrust the claims and evidence? 8. Does the author offer any refutations? If so, of what? 9. How effective are the refutations? What makes the persuasive or unpersuasive?