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Qualitative Media Analysis

Qualitative Media Analysis

Second Edition

Navigate the wealth of media documents available to qualitative researchers today with this simple guide.

Volume: 38
Other Titles in:
Qualitative Research

October 2012 | 168 pages | SAGE Publications, Inc
In order to prepare a successful research project, a qualitative researcher often must consult media documents of various types. Author David L. Altheide shows the reader how to obtain, categorize, and analyze these different media documents in this entry in the Qualitative Research Methods series. He looks at traditional primary documents such as newspapers and magazines but also at more recent forms--television newscasts and cyberspace. The use of student examples of research protocols makes this book a useful primer in deriving meaning from the bombardment of media documents a qualitative researcher faces.
Chapter 1. Plugged in Research
Chapter 2. Ethnographic Content Analysis
Chapter 3. Process of Qualitative Document Analysis
Chapter 4. Newspapers, Magazines, and Electronic Documents
Chapter 5. Electronic Reality I
Chapter 6. Electronic Reality II
Chapter 7. Tracking Discourse
Chapter 8. Field Notes and Other Data

This is an excellent and highly accessible text. I have included it as a recommended text on my undergraduate course. But, I have had several students purchase the book for use with in their third year dissertation research. This method of qualitative inquiry seems to be increasingly attractive to students and I anticipate students utilising this extent with increasing frequency in coming years. I would consider it an essential text for students using this methodology.

Dr Victoria Lavis
Social Sciences and Humanities, Bradford University
June 5, 2013
Key features


  • Every chapter has been expanded and revised, with new figures, more examples, and a new appendix for greater depth of coverage
  • Chapters 3, 4, and 5 provide greater detail on the actual process of qualitative media analysis
  • NEW! Chapter 6, Electronic Reality II, addresses social media with actual examples from ongoing research, offering the reader applied examples

Numerous comments and suggestions from researchers who have used the guidelines in the 1996 book have informed our efforts to integrate the new material and in some cases, clarify previous work as well. We have expanded every chapter; revised the Figures—and added a new one (Figure 1.2); incorporated research by others; offered more examples in the text—as well as an appendix that lists published work, theses and dissertations; we have also spelled out the process of qualitative media analysis in more detail, (Chaps. 3, 4, 5) and offered a new chapter on the nature and use of social media, with actual examples from ongoing research (6. Electronic Reality II). A plethora of scholarly reports, Masters Theses and Doctoral Dissertations have used ECA or qualitative media analysis during this time, and many of these people have provided comments, queries, and suggestions that have informed this revision. A sample of these are included in the Appendix so that the reader can check out "real world" applications of this book. We also add an expanded list of studies that have used this approach.

Sample Materials & Chapters


ch 1

David L. Altheide

DAVID L. ALTHEIDE is Emeritus Regents’ Professor on the faculty of Justice and Social Inquiry in the School of Social Transformation at Arizona State University, where he taught for 37 years since receiving his PhD from the University of California, San Diego. His work has focused on the role of mass media and information technology in social control. His most recent book is Terror Post 9/11 and the Media (Lang, 2009). Dr. Altheide received the Cooley Award three times, given to the outstanding book in symbolic interaction, from the Society for the Study of Symbolic Interaction: In 2007 for Terrorism and the Politics of Fear (2006); in... More About Author

Christopher J. Schneider

CHRISTOPHER J. SCHNEIDER is Assistant Professor of Sociology at the University of British Columbia’s Okanagan (UBCO) campus where he has taught since receiving his PhD from Arizona State University in 2008. His work investigates mass media messages about crime, deviance, popular music, and information technologies in daily life. He has published articles and book chapters and co-edited a special issue of Studies in Symbolic Interaction in these areas. He was the recipient of the UBCO 2010/2011 Award for Teaching Excellence and Innovation – Junior Faculty and the 2009/2010 Provost’s Public Education Through Media Award. His research and... More About Author

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ISBN: 9781452230054

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