Up the Duff by Kaz Cooke: A textual Analysis

The theories behind media and communication are significant when understanding what influences an individual or audience in interpreting and deriving meaning from a text. The cover of the novel, ‘Up the Duff’ by Kaz Cooke is a text that informs, entices and draws the attention of the targeted audience in a clear and concise manner while also providing meaning to the content within the book, and serving as a marketing tool for the novel which is essentially a product. Upon analysis of the way signs are used to shape this text’s meaning, it becomes apparent that the text serves various functions and may be interpreted differently by each individual according to their culture and knowledge. This essay will examine the functions of the text, the use of various signs and discourses underpinning the text, the effective communication methods employed by the text as well as the cultural connotations and prior knowledge that is being drawn upon.

The text is attempting to serve the function of providing an audience or potential audience with a clear and concise collaboration of signs and intertextuality to bring light to the genre and content of the novel. A primary function bring served by this text is that of a marketing tool for the book that it covers which is a product created by the author: Kaz Cooke. Similarly to McKee’s (2003, 22) philosophy towards genre, the text as a whole has been designed to indicate the genre as well as signify the discourses underpinning the text and innertext. The function is also to successfully encourage individuals who may not be particularly interested in ‘pregnancy’ to understand that the inner-text will provide information about pregnancy in not only an informative but also light-hearted and witty manner. The text attempts to achieve this by providing an accurate depiction of the content of the book in order to draw on the attention of a target audience so that they may feel persuaded to read further.
It is a collaborative effort of the use of semiotics, intertextuality and various forms of signs inherent throughout this text that produce the meaning behind what the text’s purpose is and what it is about. Inertexuality is inherent through this text as the various signs on the cover and the inner-text of the novel itself collaboratively shape the text and give it meaning. This is evident as the focal points of the text that signify the most meaning are the title in bold stating “Up the Duff’ which is a conventional sign and the caricature icon of a pregnant woman both of which draw on culturally specific humour. Each of these signs bring about humorous connotations; however, it is the subtitle stating ‘the real guide to pregnancy’ that suggests the innertext is not only slap-stick humour but also features a potential useful medical theme. According to Fiske (1990, 3), these signs are positioned to put emphasis on different aspects of the inner text, in a manner that creates underpinning discourses. These signs that frame the genre and meaning of the text, suggest that the content within the novel is a mixture of easy reading, humour and quinte essential medical tips that will assist in guiding a woman or family through pregnancy. Icons and conventional signs are used to signify tones of humour and wit thus implying the genre and the discourses inherent through the inner text,

There are various discourses produced by the chosen signs in this text that work together to produce meaning and intrigue (Schirato 1996, 25). In essence, the signs and intertextuality work in a coherent manner to produce undertones of fun, tongue-in-cheek humour and wit all while drawing attention to the serious matter which is pregnancy.
The text draws on knowledge and cultural values regarding Australian colloquial expressions, unprepared women or families towards pregnancy and culturally specific humour. In accordance with Turner’s (1990, 7) philosophy the text communication with the audience is in direct correlation to the culturally specific signs used to position them. The text is culturally specific by immediately drawing on the prior knowledge of Australian slang, with the colloquial expression that is the conventional title, ‘Up the Duff’. On the other hand, an individual with a different cultural background to Australian may not successfully interpret the genre of the novel based off their lack of prior knowledge of Australia’s cultural expressions and humour. The text may also draw negatively on the cultural values of individuals with religious, conservative or traditional views towards pregnancy as the text puts positive and humours light on an unprepared and possibly unmarried pregnant woman. This is in direct correlation to the caricature woman wearing an “L” plate thus insinuating a “learner” towards child expectancy. Culturally the text is not representing itself to be a conservative and analytical guide to pregnancy but instead alludes to a mostly irreverent, tongue-in-cheek take on one of life’s most challenging experiences for a woman.
The manner in which the text is framed is imperative to its success in communicating to its intended audience. It is the clever formulation of semiotics, discourses and various signs that communicate a successful balance of meaning and intrigue. Based on the framing and genre of the text, the intended audience would be predominantly Australian women or men seeking humours and relaxed guide to building a family particularly in an unprepared situation. The text achieves this by drawing on Australian cultural values towards humour and paradoxically associating it with pregnancy thus drawing attention to the humorous tones while still maintaining a note of seriousness with the tagline. On the other hand, the text is unsuccessful in communicating to those with limited prior cultural knowledge regarding Australian expressions and humour. In essence, the text succeeds in commutating the meaning towards pregnancy due to the target audience’s (Australians) immediate ability to piece together the signs both textually and visually mostly regardless of prior knowledge to determine this themselves in a simple manner.

The text appeals to a wide spread, however mostly Australian audience, and thus individuals lacking culturally specific knowledge may interpret the text in a very different way. The words that somewhat overlook the text in clear font are that of the author, this is essential to communicate and relate to audience members who are familiar with Cooke’s novels. This draws on their prior knowledge of Cooke’s works and brings about a preconceived idea of what this genre of text may be about; those who are unfamiliar with this author may be unable to generate such preconceived ideas. A person with little prior knowledge in regard to the author and the colloquial expression for title may assume that it’s a clean cut guide to pregnancy, not realising that it has a humorous edge that could appeal to both genders. Alternatively a person lacking this prior knowledge may incorrectly interpret the text and assume it is more of a risqué, tacky and insulting approach towards pregnant women.

This text is a collaboration of fun, attention grabbing signs and clever underlying messages that essentially underpin the discourses of this novel. The text’s use of humour and connotative meanings make it unconventional in terms of what is expected of a pregnancy book. Although it is evident that cultures of different origin than Australian may draw incorrect interpretations of the text, it is still successful in communicating to the culturally specific audience that the novel is intended to be targeted towards. The text infers the book might feature some aspects of risqué while still incorporating useful and witty information to create a useful yet informal guide to pregnancy.

Reference List

1. Fiske, John. 1990. Introduction to Communication Studies. London: Routledge. 2. Mckee, Alan. 2003. Textual Analysis: A Beginner’s Guide. London: Sage Publications. 3. Turner, Graeme. 1990. British Cultural Studies: An Introduction. Boston: Unwin Hyman Publishing. 4. Schirato, Tony and Yell, Susan. 1996. Communication and Cultural Literacy: an Introduction. St. Leonards, NSW: Allen & Unwin.