A Handbook of Qualitative Methodology for Mass Communication by Klaus Jensen

By Klaus Jensen

This can be the 1st quantity that covers using qualitative examine equipment in mass media study. Theoretical insights are integrated from discourse research, ethnography and reception thought.

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10; also van Dijk, 1977, and his Ch. 5 in this volume). Other components of discursive coherence are presuppositions and implicit premises, which refer to what is taken for granted and not otherwise elaborated in a discourse (Culler, 1981; Leech, 1974). Because humans seem to be constantly telling stories or arguing about something, whether in formal scientific discourse, daily conversation , or public debate, any typology of discourse is of necessity complex. Bruner (1986) has suggested that one may distinguish two modes of experience and discourse: the narrative mode and the paradigmatic or argumentative mode.

The focus on language suggests the interesting possibility of arriving at a systematic methodology or “statistics” of qualitative research with reference to the various levels of linguistic discourse. Admittedly, linguistics is itself a specialized discipline; this is one further argument for the field to undertake more genuinely interdisciplinary group projects. Nevertheless, linguistics does offer a number of analytical procedures which can be applied by scholars across the field. The most important level of linguistic analysis in this context is pragmatics, which studies the uses of language in social context (Crystal and Davy, 1969; Halliday, 1978; Leech, 1983).

This, further, led to the construction of models of the matrices which could be seen to underlie narratives—models which, while often based on standardized genres, appeared to be applicable to a range of textual forms (Greimas, 1966; Jakobson, 1960; Todorov, 1968). Studies in this tradition were also among the first to include popular culture in the area of inquiry, not least advertising and television (Barthes, 1973; Leymore, 1975; Silverstone, 1981; see also Chapter 6 in this volume). A final extrapolation of structuralist principles has been made in studies of social institutions.

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