Gather information and theory on the context once you

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•Gather information and theory on the contextOnce you know your research questions and research materials, you must establish thesocial and historical context in which the material was produced and intended to bereceived. Gather factual details of when and where the content was created, who the authoris, who published it, and whom it was disseminated to. Also knowing the real-life context ofthe discussion, you can conduct a literature review on the topic and construct a theoreticalframework to guide your analysis.•Analyse the content for themes and patternsThis step involves closely examining various elements of the research materials such aswords, sentences, paragraphs, and overall structure and relating them to attributes, themes,and patterns relevant to your research question.•Review your results and draw conclusionsOnce you have assigned attributes to elements of the research material, reflect on yourresults to examine the function and meaning of the language used. Here, you will consideryour analysis in relation to the broader context that you established earlier to drawconclusions that answer your research question.There is no concrete set of procedures forconducting a discourse analysis. Data analysis usually consists of focusing on large segmentsof language to identify key words, themes, imagery, and patterns in the text.In addition, theresearcher might conduct a rhetorical analysis that looks at how various arguments areconstructed and arranged within a given body of language. Finally, the investigator shouldpay special attention to the context of the language, examining such factors as who isspeaking, the circumstances surrounding the message, and the intended audience.Strength and Weakness of discourse analysisDiscourse analysis can be used to study different situations and subjects. It allowsresearchers to uncover deeply held attitudes and perceptions that are important in anorganization’s image and communication practices that might not be uncovered by any other
methods.On the other hand, discourse analysis can take large amounts of time andeffort.Also,this technique focuses solely on language. Although language may be animportant component of public relations practice, it rarely tells the whole story.Grounded theoryThis refers to using qualitative data to explain why a certain phenomenon happened.Grounded theory concerned with the generation of theory,which is ‘grounded’ in data thathas been systematically collected and analysed.It is used to uncover such things as socialrelationships and behaviours of groups, known as social processes.It is a generalmethodology for developing theory that is grounded in data which is systematically gatheredand analysed.

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Term
Winter
Professor
N/A
Tags
Qualitative Research, researcher, Saunders, critical literature review

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