By Klaus Jensen
This can be the 1st quantity that covers using qualitative learn equipment in mass media study. Theoretical insights are integrated from discourse research, ethnography and reception thought.
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Extra resources for A Handbook of Qualitative Methodology for Mass Communication Research
Interpretation, then, is a continuous process, rather than one act which, once and for all, internalizes external phenomena through a medium of signs. This does not, however, imply the solipsist reality of postmodernism, in which subjects are seen to be caught in a web of signs, being forever separated from social and material reality. To Peirce, signs are not what we know, but how we come to know what we can Humanistic scholarship 41 justify saying we know. Interpretants, accordingly, are signs by which people may orient themselves toward and interact with a reality of diverse objects, events, and discourses.
First, it has already been noted that poststructuralist and deconstructivist theory has challenged the 30 A handbook of qualitative methodologies implied metaphysics of semiology and more generally of the logos tradition (for a survey, see Eagleton, 1983: Ch. 4). This challenge is still in effect (for representative positions, see Baudrillard, 1988, and Lyotard, 1984), although deconstructivism has not reconstructed a concrete alternative approach to the study of culture and meaning production in their social context.
Signs, following the humanities, are a primary human mode of interacting with reality, entering into a continuous process of meaning production which serves to construct social reality as domains of political, economic, and cultural activities. The humanistic research traditions point beyond the aesthetic pleasures derived from texts in private, and suggest a framework for studying the social uses of signs—a social semiotics which differs markedly from the semiology of Saussure and French structuralism (for the full argument and references, see Jensen, 1991).
A Handbook of Qualitative Methodology for Mass Communication Research by Klaus Jensen