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http://work-ability.ca/xmlrpc.php?rsd This can be the 1st quantity that covers using qualitative learn tools in mass media learn. Theoretical insights are integrated from discourse research, ethnography and reception idea.

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For the further development of mass communication research, Humanistic scholarship 27 which requires a theory of signs and discourse, it is important to distinguish semiology from semiotics. Semiology grows out of the logos tradition in the West. While purporting to study formal, “objective” aspects of signs, semiological analyses frequently slide into an empathetic, introspective kind of understanding, which is similar to other hermeneutics. Indeed, the elementary sign, as defined by Saussure, consisting of signifier (sound-image) and signified (concept), recalls the classic dualisms from Greek philosophy through Christian metaphysics to the Cartesian worldview—the mind-matter, spirit-body, subject-object dyads.

Whereas written accounts may not be seen as tools of data-gathering as such, any existing textual sources will be used routinely for cross-reference with other types of evidence. The language of textual sources, then, from legislation and business memoranda to newspapers, offers cues to how, for example, political and cultural rights have been conceived in different social and historical settings. 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.

A section on methodology notes a gradual shift from textual, aesthetic appreciation to the systematic analysis of specific cultural forms, particularly with the development of discourse analysis. Perhaps the key contribution of the humanities to qualitative research is an emphatic commitment to studying the language of particular texts and genres in their historical setting. The dark side of this literate bias is a certain blindness to non-alphabetic modes of communication, not least today’s visual forms of communication, which are addressed in a separate section.

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