![]() Investors can also benefit from analyzing text. Political junkies can use text to understand why the phrase “mashed potato” boded ill for Newt Gingrich’s presidential aspirations-and learn from that, too. ![]() Economists could pinpoint the start of a financial crisis and determine which policy remedies are most effective. Businesses may be able to learn about a product defect before anyone calls customer service. They are parsing fragments of language, encountering issues of syntax, tone, and emotion-not to mention emoticons-to discern what we are saying, what we mean when we say it, and what the relationship is between what we say and what we do. Aided by powerful computers and new statistical methods, they are dissecting newspaper articles, financial analyst reports, economic indicators, and Yelp reviews. Researchers have recognized something in all this text: data. On Facebook, 864 million of us log in to post status updates, comment on news stories, and share videos. We perform more than 250 million searches on eBay. two-tier coding, we get multiple options for grouping metaphors into systematic sets.We use language to describe, instruct, argue, praise, woo, debate, joke, gossip, relate, compare, reassure, berate, suggest, appease, threaten, discuss, forgive, respond, propose, inspire, complain, interject, boast, agree, soothe, harangue, confess, question, imply, express, verify, interrupt, lecture, admonish, report, direct, explain, persuade.Įvery day, we express ourselves in 500 million tweets and 64 billion WhatsApp messages. Furthermore, by tagging metaphors for image-schematic and rich semantic source domains in parallel, i.e. tagging source and target domains separately (instead of adopting a “one mapping-one code” strategy). ![]() When we aim at complex data searches and want to handle high metaphor diversity I recommend compositional coding, i.e. ![]() My second task is to illustrate how a good research design can provide a step-wise procedure, offer systematic validation checks, keep the code system slim and many analytic options open. Software not only streamlines metaphor tagging itself, it systematizes the interpretive work from grouping text items into systematic/conceptual metaphor sets, via data surveys and checks, to quantitative comparisons and a cohesion-based analysis. My first task is to pinpoint typical tasks and demonstrate how they are optimally dealt with by using qualitative annotation software like ATLAS.ti. Qualitatively oriented scholars have to make difficult decisions revolving around the general research design, the transfer of linguistic theory into method, good workflow management, and the aimed at scope of analysis. a context-sensitive manual coding of a text corpus) is concerned. Despite a welcome recent swing towards methodological reflexivity, a detailed explication of the pros and cons of different procedures is still in order as far as qualitative research (i.e. This article presents a software-based methodology for studying metaphor in discourse, mainly within the framework of Conceptual Metaphor Theory (CMT). Thus, this chapter not only provides a comprehensive review of the ways in which interpretive/critical approaches have been utilized in health communication research across a range of global contexts and concerns it also builds an overarching argument with regard to the contribution of interpretive and critical approaches that is germane to the study of communication in general. literature, this scholarship comprises interdisciplinary, international, multi-methodological, and cross-cultural research in an array of communication contexts (intra- and interpersonal, small group, organizational, mass-mediated). Thus, in this chapter, we describe the unique elements of interpretive and critical contributions in the extant literature and assess these contributions to identify ways in which they can be strengthened. Such an assessment is important, given that the nature of these contributions differ at times from post-positivist research (in some cases overlapping, in others acting complementarily, and still others antagonistically). Yet, we still lack a broader description and assessment of the contributions of interpretive and critical research to theory and practice in health communication. Integral to these developments has been the burgeoning use of interpretive and critical perspectives. Health communication researchers have made great strides in developing theoretically grounded research, resulting in more complex understandings of communication in health contexts.
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