By Klaus Jensen

ISBN-10: 0203409809

ISBN-13: 9780203409800

ISBN-10: 0415054052

ISBN-13: 9780415054058

This can be the 1st quantity that covers using qualitative learn tools in mass media study. Theoretical insights are included from discourse research, ethnography and reception conception.

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The concept of discourse, first, is a legacy of the textual scholarship that has been characteristic of most Western philosophy, theology, and other humanistic research. The underlying assumption is that language is the primary medium of interchange between humans and reality (in processes of perception, cognition, and action), and that, accordingly, verbal texts may become vehicles of knowledge and truth. Whereas traditionally this assumption applied to religious, scholarly, and literary texts, today much qualitative work employs the concept of discourse to refer to any use of language, or other semiotic systems, in social context.

Science, in a social perspective, constitutes an institution-to-think-with, by analogy to the anthropological, Lévi-Straussian concept of objects-to-think-with (Schudson, 1987:56). The mass media represent another important institution-to-thinkwith. Science and mass communication, in different ways, serve to place reality on a public agenda; both institutions operate through 42 A handbook of qualitative methodologies social practices that presuppose a degree of consensus regarding interpretive procedures.

The New Criticism set out to study what was perceived as an objective, self-contained structure of textual paradoxes and ambivalences (Eagleton, 1983: Ch. 1). Any interest in the authorial intention behind, or the affective impact of, this structure was denounced as intentional and affective fallacies (Wimsatt and Beardsley, 1954). On the one hand, this approach tended to isolate literature from its broader social and historical context; on the other, the attention given to the text itself helped to improve analytical techniques, being a form of professionalization and academic legitimation which was an ambition of literary criticism in the 1930s and 1940s.

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A Handbook of Qualitative Methodology for Mass Communication Research by Klaus Jensen


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