QUALITATIVE METHODS IN MEDIA
AND COMMUNICATION (CM2006)
Week 1 - Introducing qualitative methods 5
Bonnie S. Brennen. Chapter 1 - Getting started 5
The cultural approach to communication 5
Qualitative vs quantitative 5
The development of qualitative research 5
Conceptual Orientation 5
Bonnie S. Brennen. Chapter 2 - Doing qualitative research 7
Doing Qualitative Research 7
The Ethics of Qualitative Research 7
The qualitative research process 8
Using Big Data 9
Uwe Flick - Ethics in qualitative research 9
Introduction 9
Preparation, relevance, participants and researchers 9
Research questions 9
Access and sampling 9
Collecting data 10
Analyzing data 10
Writing, generalization and feedback 10
In class and lecture notes 10
Week 2 - Observation & ethnographic research 11
Bonnie S. Brennen - Ethnography and Participant observation 11
Ethnography 11
Thick description 11
Ethnography in media studies 11
Digital ethnography 11
Participant observation 12
Field notes 12
Reflexivity 13
Analyzing and interpreting ethnographic material 13
Ethical considerations 13
Lynne E. F. McKechnie - Observational research 13
Observational research 13
In class and lecture notes 14
Video 1: Access 14
Video 2: Fieldnotes 14
, Lecture 14
Tutorial notes 16
Week 3 - Interviews & Sampling 16
Delia Dumitrica and Jason Pridmore - Interviews and Sampling 16
Introduction 16
When and why should you use qualitative interviews? 16
Sampling & Access 17
The process of data collection 18
Three types of interviews 19
Interview guide & questions 19
The logistics of doing the interview 20
In class and lecture notes 20
Video resources 21
Video 1 + 2 - Interviews 21
Video 3 + 4 - Interviews 21
Week 4 - Focus groups 22
Delia Dumitrica and Jason Pridmore. (2021). Focus Groups 22
Introduction 22
When and why should you use focus groups to collect your data? 22
Potentials for online focus groups 23
Focus group sample and set up 23
The process of data collection 24
Control and factors affecting focus group success 24
Ethics and practical tips 25
Video resources 25
Video 1 - Unit of analysis 25
Video 1 - Managing a focus group 26
Week 5 - Working with material & textual data 26
Delia Dumitrica and Jason Pridmore - Working with Textual and Material data 26
Working with Textual and Material data 26
From secondary data to object-as-data 26
From objects-as-data to texts 26
Steps in working with textual data 27
Strengths and weaknesses of using textual and material data 27
Delia Dumitrica and Jason Pridmore - data analysis and interpretation 28
Introduction 28
Video resources - Part 1 28
Video resources - Part 2 29
Module (readings + expert videos) on Rhetorical Analysis 30
The toolbox of rhetorical analysis 30
How to do a rhetorical analysis? 30
Week 6 - Data analysis & interpretation 2 30
, Reading 1 on Semiotic Analysis 30
Expert video - When and why should you use semiotics? 31
Reading 2 on Semiotic Analysis 31
Reading 3 on Semiotic Analysis 31
Expert videos: How would a researcher use semiotic analysis? 32
Reading 1 on Narrative Analysis: Introduction 32
Expert video: When and why should you use narrative analysis? 32
Reading 2 on narrative analysis 32
Reading 3 on narrative analysis: How to 33
Video resources week 6 - Delia Dumitrica 34
Analysis and interpretation 34
Comparing the 3 methods 34
Two limitations of narrative analysis 34
Mixing the methods of analysis 34
Lecture and in class activity week 6 35
Week 7 - Data analysis & interpretation 3 35
Online Module Thematic Analysis 35
Thematic analysis 35
Themes 35
How to do a thematic analysis 36
Phases of thematic analysis 36
Key advantages 36
Key disadvantages 36
Tips for doing thematic analysis 36
Module Grounded Theory 37
Grounded theory 37
Two rules for category building 37
Constructivist vs. Positivist 37
The toolbox of (constructivist) grounded theory 37
Theoretical sampling 38
Constructing a grounded theory perspective and writing it up 38
Differences Thematic Analysis and CGT 39
Data analysis and interpretation 39
Qualitative methods purposes 39
Lecture - Jason Pridmore 39
Thematic analysis 39
Sensitizing concepts 40
Constructivist Grounded theory 40
In class 40
Week 8 - Data analysis & interpretation 4 / reporting qualitative research 41
Online module Discourse Analysis 41
Reading 1 on discourse analysis 41
Expert videos 41
, Reading 2 on DA 41
Video resources - Delia Dumitrica 42
Writing and assessing qualitative research - Delia Dumitrica & Jason Pridmore 43
Elements of the research report 43
The writing process 43
Types of audience and voice 43
The tales of writing 44
Assessing qualitative research 44
The four dimensions of language (used in Discourse analysis) 44
, Week 1 - Introducing qualitative methods
Bonnie S. Brennen. Chapter 1 - Getting started
The cultural approach to communication
- Communication process is a means of production that is based on the discourse of
individuals and groups
- It is produced within a specific cultural, historical and political context
- We make meaning and construct our own reality through language
Qualitative vs quantitative
Quantitative research
- Systematic, precise and accurate
- Tries to determine validity, reliability, objectivity and truth
- Uses numerical correlations to measure causal-relations
- Because it uses numbers to quantify data, quantitative research is often
considered more authentic, important and scientific
Qualitative research
- Interdisciplinary, interpretive, political and theoretical
- Uses language to understand concepts based on experiences
- Interpreting meaningful relationships
- Active role of the researcher and an understanding that all inquiry is
fundamentally subjective
Triangulation = using multiple research methods to increase the rigor of your analysis and
get in-depth understanding of social experience
The goal of qualitative research = ‘’to render plausible the terms by which groups explain
themselves to the world and to clarify the role that mass communication plays in such
explanations’
The development of qualitative research
- Quantitative research was dominant in 20th century → Researchers like Postman
questioned this → End of 20th century, qualitative research was fully integrated in
communication and media studies
Conceptual Orientation
Epistemology = Science of knowing.
- How do we know the world/reality? What is the relationship between the
inquirer and the known?
Methodology = The science of methods for finding out.
- How we gain knowledge about the world
- Set of beliefs about how to study the social world + practices of studying it
(methods). Also about why you collect data in a certain way
AND COMMUNICATION (CM2006)
Week 1 - Introducing qualitative methods 5
Bonnie S. Brennen. Chapter 1 - Getting started 5
The cultural approach to communication 5
Qualitative vs quantitative 5
The development of qualitative research 5
Conceptual Orientation 5
Bonnie S. Brennen. Chapter 2 - Doing qualitative research 7
Doing Qualitative Research 7
The Ethics of Qualitative Research 7
The qualitative research process 8
Using Big Data 9
Uwe Flick - Ethics in qualitative research 9
Introduction 9
Preparation, relevance, participants and researchers 9
Research questions 9
Access and sampling 9
Collecting data 10
Analyzing data 10
Writing, generalization and feedback 10
In class and lecture notes 10
Week 2 - Observation & ethnographic research 11
Bonnie S. Brennen - Ethnography and Participant observation 11
Ethnography 11
Thick description 11
Ethnography in media studies 11
Digital ethnography 11
Participant observation 12
Field notes 12
Reflexivity 13
Analyzing and interpreting ethnographic material 13
Ethical considerations 13
Lynne E. F. McKechnie - Observational research 13
Observational research 13
In class and lecture notes 14
Video 1: Access 14
Video 2: Fieldnotes 14
, Lecture 14
Tutorial notes 16
Week 3 - Interviews & Sampling 16
Delia Dumitrica and Jason Pridmore - Interviews and Sampling 16
Introduction 16
When and why should you use qualitative interviews? 16
Sampling & Access 17
The process of data collection 18
Three types of interviews 19
Interview guide & questions 19
The logistics of doing the interview 20
In class and lecture notes 20
Video resources 21
Video 1 + 2 - Interviews 21
Video 3 + 4 - Interviews 21
Week 4 - Focus groups 22
Delia Dumitrica and Jason Pridmore. (2021). Focus Groups 22
Introduction 22
When and why should you use focus groups to collect your data? 22
Potentials for online focus groups 23
Focus group sample and set up 23
The process of data collection 24
Control and factors affecting focus group success 24
Ethics and practical tips 25
Video resources 25
Video 1 - Unit of analysis 25
Video 1 - Managing a focus group 26
Week 5 - Working with material & textual data 26
Delia Dumitrica and Jason Pridmore - Working with Textual and Material data 26
Working with Textual and Material data 26
From secondary data to object-as-data 26
From objects-as-data to texts 26
Steps in working with textual data 27
Strengths and weaknesses of using textual and material data 27
Delia Dumitrica and Jason Pridmore - data analysis and interpretation 28
Introduction 28
Video resources - Part 1 28
Video resources - Part 2 29
Module (readings + expert videos) on Rhetorical Analysis 30
The toolbox of rhetorical analysis 30
How to do a rhetorical analysis? 30
Week 6 - Data analysis & interpretation 2 30
, Reading 1 on Semiotic Analysis 30
Expert video - When and why should you use semiotics? 31
Reading 2 on Semiotic Analysis 31
Reading 3 on Semiotic Analysis 31
Expert videos: How would a researcher use semiotic analysis? 32
Reading 1 on Narrative Analysis: Introduction 32
Expert video: When and why should you use narrative analysis? 32
Reading 2 on narrative analysis 32
Reading 3 on narrative analysis: How to 33
Video resources week 6 - Delia Dumitrica 34
Analysis and interpretation 34
Comparing the 3 methods 34
Two limitations of narrative analysis 34
Mixing the methods of analysis 34
Lecture and in class activity week 6 35
Week 7 - Data analysis & interpretation 3 35
Online Module Thematic Analysis 35
Thematic analysis 35
Themes 35
How to do a thematic analysis 36
Phases of thematic analysis 36
Key advantages 36
Key disadvantages 36
Tips for doing thematic analysis 36
Module Grounded Theory 37
Grounded theory 37
Two rules for category building 37
Constructivist vs. Positivist 37
The toolbox of (constructivist) grounded theory 37
Theoretical sampling 38
Constructing a grounded theory perspective and writing it up 38
Differences Thematic Analysis and CGT 39
Data analysis and interpretation 39
Qualitative methods purposes 39
Lecture - Jason Pridmore 39
Thematic analysis 39
Sensitizing concepts 40
Constructivist Grounded theory 40
In class 40
Week 8 - Data analysis & interpretation 4 / reporting qualitative research 41
Online module Discourse Analysis 41
Reading 1 on discourse analysis 41
Expert videos 41
, Reading 2 on DA 41
Video resources - Delia Dumitrica 42
Writing and assessing qualitative research - Delia Dumitrica & Jason Pridmore 43
Elements of the research report 43
The writing process 43
Types of audience and voice 43
The tales of writing 44
Assessing qualitative research 44
The four dimensions of language (used in Discourse analysis) 44
, Week 1 - Introducing qualitative methods
Bonnie S. Brennen. Chapter 1 - Getting started
The cultural approach to communication
- Communication process is a means of production that is based on the discourse of
individuals and groups
- It is produced within a specific cultural, historical and political context
- We make meaning and construct our own reality through language
Qualitative vs quantitative
Quantitative research
- Systematic, precise and accurate
- Tries to determine validity, reliability, objectivity and truth
- Uses numerical correlations to measure causal-relations
- Because it uses numbers to quantify data, quantitative research is often
considered more authentic, important and scientific
Qualitative research
- Interdisciplinary, interpretive, political and theoretical
- Uses language to understand concepts based on experiences
- Interpreting meaningful relationships
- Active role of the researcher and an understanding that all inquiry is
fundamentally subjective
Triangulation = using multiple research methods to increase the rigor of your analysis and
get in-depth understanding of social experience
The goal of qualitative research = ‘’to render plausible the terms by which groups explain
themselves to the world and to clarify the role that mass communication plays in such
explanations’
The development of qualitative research
- Quantitative research was dominant in 20th century → Researchers like Postman
questioned this → End of 20th century, qualitative research was fully integrated in
communication and media studies
Conceptual Orientation
Epistemology = Science of knowing.
- How do we know the world/reality? What is the relationship between the
inquirer and the known?
Methodology = The science of methods for finding out.
- How we gain knowledge about the world
- Set of beliefs about how to study the social world + practices of studying it
(methods). Also about why you collect data in a certain way
