Transcript Interpreting Communication Research

Interpreting Communication
Research
Textual Analysis
Overview
• Textual Analysis is a method used to
describe, interpret, and/or evaluate the
characteristics of a verbal or visual message
• Keep in mind that textual analysis is
descriptive or evaluative (according to a set
of standards)
• Textual analysis does not establish causality
Three Purposes for Textual Analysis
• (1) to ascribe meaning to a text
• (2) to understand the influence of contextual
variables on the text, or influences of the
text on outcomes (e.g., votes)
• (3) to critique or evaluate the text
Types of Textual Analysis
• Rhetorical Criticism
– analysis of persuasive messages
• Content Analysis
– the identification and measurement of message
units and patterns in texts
• Interaction Analysis
– the empirical examination of functional and
structural components of messages of dyadic
and small group communication
Selecting Texts
• Two types of texts
– Transcripts of Communication
• verbatim written versions of what people say
-- Outputs of Communication
• texts produced by the communicators
themselves E.g., letters, photographs
Selecting Texts
• Census
– all the relevant texts
• Sample of Texts
– representative of the population of texts
• Nonrandom sample
– limited generalizability
Interpreting Communication Research
Rhetorical Criticism
Chapter 6
Introduction to the Method
• ‘Rhetoric’ refers to persuasion in
communication research
• ‘Criticism’ refers to making a substantiated
judgment
• Rhetorical criticism is description, analysis,
interpretation, and evaluation of persuasive
uses of human communication
Five Goals of Rhetorical Criticism
1. Sheds light on the purposes of a persuasive message, or its intended effects
on an audience
2. Seeks to understand the effects of the context on creation of the message
3. To evaluate contemporary society, social criticism when it evaluates the
ways in which issues are formulated and policies justified
4. Contributes to theory-building by offering generalizations about persuasion
5. Pedagogical--helps us learn what is effective and ineffective persuasion
Types of Rhetorical Criticism
• 3 types of questions are asked by rhetorical
critics
– 1. What is the relationship between the
rhetorical text and the context? (pp. 169-170)
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Historical
Neo-Aristotelian
Generic
Feminist
Types of Rhetorical Criticism
– How does the message construct a particular
reality for the audience and the rhetor?
• Metaphoric criticism
• Narrative criticism
– What does the text suggest about the rhetor?
• Dramatic criticism
• Fantasy theme analysis
Working in Small Groups
Apply concepts from chapter 6 to: “A Case Study in
Print Media and Heroic Myth: Lee Iacocca 19781985”(pp. 173-185)
Write a summary of the study.