Qualitative Media Analysis

Qualitative Media Analysis

This book introduces the essential qualitative methods used in media research, with an emphasis on integrating theory with practice. Each method is introduced through step-by-step instruction on conducting research and interpreting research findings, alongside in-depth discussions of the historical, cultural, and theoretical context of the particular method and case studies drawn from published scholarship. This text is a comprehensive and accessible introduction to qualitative methods, ideal for media and mass communication research courses.

Do you want to study influencers? Opinions and comments on a set of posts? Look at collections of photos or videos on Instagram? Qualitative Research Using Social Media guides the reader in what different kinds of qualitative research can be applied to social media data. It introduces students, as well as those who are new to the field, to developing and carrying out concrete research projects. The book takes the reader through the stages of choosing data, formulating a research question, and choosing and applying method(s). Written in a clear and accessible manner with current social media examples throughout, the book provides a step-by-step overview of a range of qualitative methods. These are presented in clear ways to show how to analyze many different types of social media content, including language and visual content such as memes, gifs, photographs, and film clips. Methods examined include critical discourse analysis, content analysis, multimodal analysis, ethnography, and focus groups. Most importantly, the chapters and examples show how to ask the kinds of questions that are relevant for us at this present point in our societies, where social media is highly integrated into how we live. Social media is used for political communication, social activism, as well as commercial activities and mundane everyday things, and it can transform how all these are accomplished and even what they mean. Drawing on examples from Twitter, Instagram, YouTube, TikTok, Facebook, Snapchat, Reddit, Weibo, and others, this book will be suitable for undergraduate students studying social media research courses in media and communications, as well as other humanities such as linguistics and social science-based degrees.

Qualitative Research: Analyzing Life presents a fresh approach to teaching and learning qualitative methods for social inquiry—one that focuses on analysis from the very beginning of the text. By exploring qualitative research through a unique analytic lens, then cumulatively elaborating on methods in each successive chapter, this innovative work cultivates a skill set and literacy base that prepares readers to work strategically with empirical materials in their own fieldwork. Renowned authors Johnny Saldaña and Matt Omasta combine clear, accessible writing and analytic insight to show that analysis, in its broadest sense, is a process undertaken throughout the entire research experience.

This essential textbook provides a clear and authoritative introduction to qualitative and quantitative methods for studying media and communication. Written by two highly experienced researchers, the book draws on a wide range of media and communication research to introduce students to the relative strengths of the different research approaches. Beginning with an overview of the changing contexts and trends in media and communication research approaches, the book demystifies 'research' and the 'research process' by offering practical and accessible guidance on how to design, plan and carry out successful research projects in media and communication. This is an indispensable text for all students of media and communication studies, particularly those undertaking their own research projects or taking modules in research methods.

This handbook covers perspectives from both the social sciences and the humanities. It provides guidelines for how to think about, plan, and carry out studies of media in different social and cultural contexts.

With coverage of the entire research process in social media, data collection and analysis on specific platforms, and innovative developments in the field, this handbook is the ultimate resource for those looking to tackle the challenges that come with doing research in this sphere.

Qualitative content analysis is a powerful method for analyzing large amounts of qualitative data collected through interviews or focus groups. It is frequently employed by students, but introductory textbooks on content analysis have largely focused on the quantitative version of the method. In one of the first to focus on qualitative content analysis, Margrit Schreier takes students step-by step through: - creating a coding frame - segmenting the material - trying out the coding frame - evaluating the trial coding - carrying out the main coding - what comes after qualitative content analysis - making use of software when conducting qualitative content analysis. Each part of the process is described in detail and research examples are provided to illustrate each step. Frequently asked questions are answered, the most important points are summarized, and end of chapter questions provide an opportunity to revise these points. After reading the book, students are fully equiped to conduct their own qualitative content analysis. Designed for upper level undergraduate, MA, PhD students and researchers across the social sciences, this is essential reading for all those who want to use qualitative content analysis.