By Klaus Jensen
This is often the 1st quantity that covers using qualitative study equipment in mass media learn. Theoretical insights are integrated from discourse research, ethnography and reception thought.
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Extra resources for A Handbook of Qualitative Methodology for Mass Communication Research
Language does not simply, or even primarily, work as a descriptive representation; through language, people perform a variety of everyday acts. Among the obvious examples are rituals (a marriage ceremony) and other institutionalized procedures (a sentence pronounced in a court of law), where the very pronouncement accomplishes a socially binding act. In addition, by uttering promises, questions and answers, and arguments, people also perform speech acts. Even statements which may appear purely descriptive will in most cases be performative in the sense that they are designed to produce a specific effect in the recipient(s).
Research in this tradition has contributed particularly to extending the concept of texts beyond high-cultural masterpieces by including both popular culture and everyday social practices among the objects of textual analysis. Whereas theory and methodology have been developed in a number of countries in Europe and North and Latin America, drawing on nineteenth-century classics (Durkheim, Marx, Weber) as well as modern European and American pioneers such as Adorno and Horkheimer (1977), Carey (1989), Gans (1974), Hoggart (1957), and Williams (1977), it is fair to say that British cultural studies have led the way over the last two decades.
It may be added that, throughout “Western civilization,” the question of how words are used to act in, and enact, a particular reality has been premised on a religious notion of the Word, which is integral 22 A handbook of qualitative methodologies to the Christian metaphysics that continues to suffuse the humanities. Words are the source of religious revelation, aesthetic experience, and scientific truth. Furthermore, the centrality ascribed to words in both religious and profane matters is rooted in the Greek logos tradition which assumes “the transcendental intimacy of thought, words, and reality” (Heim, 1987:42).
A Handbook of Qualitative Methodology for Mass Communication Research by Klaus Jensen