By Klaus Jensen
This can be the 1st quantity that covers using qualitative examine equipment in mass media examine. Theoretical insights are integrated from discourse research, ethnography and reception idea.
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Extra resources for A Handbook of Qualitative Methodology for Mass Communication Research
The mass media, of course, are among the main sources of interpellation in the modern period. Moreover, the positioning of subjects in language implies their excommunication from certain other positions—the unconscious. According to Lacan’s (1977) reformulation of Freud, it is this process of positioning which serves to structure also the unconscious as a language. In terms of the present argument, mass communication can be said to give voice to some discursive positions while silencing others.
For both observational and interview studies, mass communication research may draw on linguistic research about everyday conversation and classroom interaction (see the examples in Antaki, 1988, and Sinclair and Coulthard, 1975). It should be added here that the interactive dimension of language has several practical implications for the conduct of qualitative research. For one thing, linguistic analysis of an interview transcript, Humanistic scholarship 35 for example, can suggest how conceptual distinctions and interrelations are established during the interaction.
Structuralism and semiology Rooted in early linguistics and the Russian Formalist school of aesthetics, structuralism and semiology represent a general theoretical reorientation which came to affect much work in humanistic and socialscientific disciplines in the twentieth century. Structuralism could be perceived, in certain periods, as offering the constituents of a unified science of the sign. Whereas structuralism may be said to characterize a number of human, social, and natural sciences, assigning, according to Jean Piaget, attributes of wholeness, transformation, and selfregulation to the structures being studied (Hawkes, 1977:16), semiology is engaged more specifically in the analysis of signs and their functions, thus influencing both the humanities and the social sciences.