By Klaus Jensen
This can be the 1st quantity that covers using qualitative study equipment in mass media study. Theoretical insights are integrated from discourse research, ethnography and reception thought.
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Even statements which may appear purely descriptive will in most cases be performative in the sense that they are designed to produce a specific effect in the recipient(s). The typologies of language as action are still being worked out, but by relating language and social action, speech-act theory has offered one of the most important reformulations of humanistic theory since Wittgenstein (1958), specifying his dictum on language that meaning is use. “Language as action” also hints at methodologies which might bridge the gap between a social-scientific and a humanistic approach to meaning production.
Rules of interpretation, accordingly, have been subject to continuous controversy, shaping social life and cultural practices generally. The interpretation of the Bible and other canonical texts, of course, has resulted in conflicts that could make or break individuals as well as whole societies. The sense of being present in the world through the word is, indeed, a notion which can be seen to underlie much humanistic theory. Recent work (Derrida, 1967) has challenged such a “logocentric” notion of discourse, which implies that the mental content represents an autonomous, metaphysical level of reality.
In terms of the present argument, mass communication can be said to give voice to some discursive positions while silencing others. Finally, humanistic communication theory has approached the social structure in which mass communication is embedded as literally a con-text—a configuration of texts that must be “read” or interpreted, 20 A handbook of qualitative methodologies and which is the outcome of a process of historical change. This approach is in keeping with the traditional understanding of history as being, at one level, a set of stories about the past.
A Handbook of Qualitative Methodology for Mass Communication Research by Klaus Jensen