A Handbook of Qualitative Methodology for Mass Communication by Klaus Jensen

By Klaus Jensen

This is often the 1st quantity that covers using qualitative examine equipment in mass media learn. Theoretical insights are included from discourse research, ethnography and reception thought.

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The constant availability of particularly visual mass communication in the modern world—in the home, the street, the workplace, and in transit—has meant the saturation of much of social time and space with cultural products. This has resulted in a qualitatively novel media environment, where the discourses of media and everyday life may become increasingly indistinguishable. If one traditional purpose of cultural practices has been the creation of a time-out from everyday life, the modern merging of mass communication with the rest of the social context may be creating an almost ceaseless time-in.

Both parties introduce and develop particular themes while closing off other aspects of the discursive universe. In negotiating a form of common understanding with the interviewer, respondents can be seen to build semantic networks that are indicative of their worldviews. Also observational studies establish complex forms of interaction which lend themselves to linguistic analysis. 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).

The humanities, from the beginning, have been an interdisciplinary field. HUMANISTIC TRADITIONS From literacy to literary criticism Whereas, in oral cultures, bardic poetry traditionally serves as the memory of the culture and its vehicle of education, Greek culture particularly from the fifth century BC came to depend, in part, on alphabetic writing for these purposes (see the survey in Thomas, 1989). Plato’s attack on the poets may be taken as indicative of a gradual transition to literate culture (Havelock, 1963): poets should no longer be trusted in social matters such as politics or the writing of history, even if their poetry could still be appreciated as personal opinion or myth.

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