Media analysis – Laurent Di Filippo – nov 2010 Empirical Methods Media analysis – Laurent Di Filippo – nov 2010

Aim of the course Study the representations of new media in the TV-serie South Park Killing two birds with one stone Learn method of media analysis Have a preview of the social representations of new media Third bird : writting an article

Why using empirical methods "Only way to explain the complexity of communication situations" (Miège, 1990) Analysis based on case study Useful not only for researchers but also for : journalists critics everyone who wants to aquire a critical sense

Steps (Derèze, 2009) Theme – Initial question Exploration phase (confirms your case) Research question and problematic Research plan – choose tools for gathering data Investigation - gather data Analysis and interpretation - read and reread - Try to find patterns and categories Final redaction - Theory -> compare, are patterns recurent ? Etc... (see Eisenhardt)

Initial question (1) Ideally: Clear Comprehensible Limited (time space, axis) Feasibility (access to the datas, people, field,...) Relevant How are new media represented in the TV-serie South Park ?

Initial question (2) Where to put the focus on: Messages Tools Actors Situations and practices How to apply it to our study ?

Representations "A kind of Knowledge, socially elaborated and shared, [they have] a practical design [and contribute to] the building of a common reality for a social group" (Jodelet, 1989) "Circulate in the discourses, are carried by words and transmitted in messages and in the media" (Jodelet, 1989) Linked to stereotyping (Kouwenhoven, 2010) Stereotyping : building stereotypes, that is to say, look for a core of the representation that is valid out of the context. Representations are contextualized (because they hae a practical aim)

Exploration Phase Consider and define methodological orientations Read scientific litterature Meet people concerned by the subject Gather diverse information about the subject Ask the feasibility Exploratory observation What are the constraints ? Take notes all the time ...

Research questions and problematic (1) Research questions, What has to be investigated ? Theory chosen: Narrative analysis Object: TV-serie Characters ? Background ? Mise en scène ?

Research questions and problematic (2) Problematic, not a single question Theme Problem Theories and concepts The question Hypothesis Method

Research Plan Systematic gathering (which tools ?) TV-series (as well as for cinema) Cut into scenes / shots Answer the research questions Return to the complete episode

Investigation Successsive approximation Back and forth between the scenes and the problematic Flexibility / adaptability of the research to the content Ask : what is suprising ? Differenciation between: facts, feelings, Meta reactions, leads, wild interpretations

Analysis Narrative analysis Narrative Structure Processes of Narration Plot and Story Causality, time and space Processes of Narration range and depth Narration in melodrama Satirical TV SHOW Mise en scène

Interpretation Go back to the problematic Try to think about Which meaning is given ? How is it given ? Never forget the complexity of the construction Situate the result in the context

Final redaction Introduce the problematic Explain the mehtodology used and its relevance Description and analyse (don't forget the context) Proposition of a possible interpretation Try to relate to other theory or other studies

Conclusion An analysis must be systematic and progressive Importance of the data in building theory A methodology which is transposable Don't forget the context