Download e-book for iPad: Analyzing Visual Data by Michael S. Ball, Gregory W H Smith

By Michael S. Ball, Gregory W H Smith

ISBN-10: 0803934343

ISBN-13: 9780803934344

ISBN-10: 0803934351

ISBN-13: 9780803934351

This quantity offers a uncomplicated framework for utilizing visible info - specifically nonetheless photos - as a device for social research. The authors make sure the significance of theoretical assumptions in interpreting those facts and supply suggestion on how one can use photos in cognitive, symbolist and structuralist study. The e-book is richly illustrated with examples starting from local American mask to body spray ads.

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Additional resources for Analyzing Visual Data

Example text

Quantitative research aims to provide precise, empirically well corroborated statements about the relationship between two or more variables. , relative deprivation) are represented in numerical form so that measurement can proceed in a quantitative manner and various types of statistical testing can be employed. Qualitative research is not so much interested in the measurement of social variables as it is concerned to investigate the qualities that social phenomena have for the members of a society: the meanings or significance they attribute to beliefs, practices, appearances, types of person, and so forth.

It is noteworthy that tables and graphs are the only visual data to figure in both research reports. The provision of examples of the data is deemed superfluous to the aims of content analysis; what is relevant is the tabular and graphical representation of the findings of the research. Moreover, much of the material collected 25 in large-scale content analysis readily lends itself to cross-tabulation and significance testing, and here the researcher has been powerfully aided by the computer (see Gerbner, Holsti, Krippendorff, Paisley, & Stone, 1969; Krippendorff, 1980).

Symbols are made sense of by reference to other symbols. The graphic symbols A and 0 represent male and female in anthropological kinship diagrams, but an explanation of the graphic symbols takes place through language, the major symbolic system in human cultures. Within a society, symbols may cluster together as codes, such as fashion, gender, and so forth. , they may represent several things. For instance, in Asia the swastika, =t::1 , is a religious symbol that means something quite different from the political associations it has in Europe.

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Analyzing Visual Data by Michael S. Ball, Gregory W H Smith


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