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

By Michael S. Ball, Gregory W H Smith

This quantity presents a uncomplicated framework for utilizing visible information - specifically nonetheless pictures - as a device for social research. The authors make sure the significance of theoretical assumptions in reading those info and supply suggestion on find out how to use pictures in cognitive, symbolist and structuralist examine. The publication is richly illustrated with examples starting from local American mask to body spray ads.

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Analyzing Visual Data

This quantity presents a simple framework for utilizing visible facts - particularly nonetheless pictures - as a device for social research. The authors verify the significance of theoretical assumptions in reading those information and supply recommendation on the way to use images in cognitive, symbolist and structuralist study.

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Dverti"Sements (f978, p. 95). ~t}ons thex h~y_e in t~~ minds of consumers. ~--··· . " ___,,__. - ...... _,. • , •. ,_. ,, --, ,, . '""" ~· - "'' ···. -... --·-· ... • or image iffiPiies-an re:---·----·····. _.. · "Nature" is one referent system widely employed in advertisements. '. and "wholesomeness" unashamedly exploited. ~ "cooking':_of. n~ (see Bird's Eye orange juice, Williamson, 1978, Plate· A62). Magical referent SX§tems are also employed. , the astounding results of drinking a certain brand of vodka).

10. Chanel No. 5 ad. Photo from Williamson. 10). Williamson writes: ''This is pure advertisement: the very essence of all advertising" (p. 90). The advertisement is a sign that is also attempting to present its referent, real bottles of Chanel No. 5, which of course are absent. Hence the peculiar "transparency" of this advertisement. Williamson examined a further range of techniques that advertisements emploit·o-~~~vey- theirmessage~ partiCiila'r iiiforesds the. , 1978, Plate A34). thfs·t;;~h~lq~~- is an ldentificatory process: You too can become like the image in the advertisement if you use the product.

Both studies meet these requirements. 4. FORMULATING AN EXPLICIT SET OF CODING RULES Any given instance of content has to be coded, that is, allocated to one 1111111 only one) category. Sometimes, however, a given item of content may lw ambiguous and fall between two or more categories, and for that reason, is essential that categories are sufficiently explicit to provide coders with • lt-ar instructions about how to deal with the problematic item. Sometimes dl"cision rules have to be formulated to handle such ambiguities.

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