Interpreting Communication Research Textual Analysis

Overview Textual Analysis is a method used to describe, interpret, and/or evaluate the characteristics of a verbal or visual message Keep in mind that textual analysis is descriptive or evaluative (according to a set of standards) Textual analysis does not establish causality

Three Purposes for Textual Analysis (1) to ascribe meaning to a text (2) to understand the influence of contextual variables on the text, or influences of the text on outcomes (e.g., votes) (3) to critique or evaluate the text

Types of Textual Analysis Rhetorical Criticism analysis of persuasive messages Content Analysis the identification and measurement of message units and patterns in texts Interaction Analysis the empirical examination of functional and structural components of messages of dyadic and small group communication

Selecting Texts Two types of texts Transcripts of Communication verbatim written versions of what people say -- Outputs of Communication texts produced by the communicators themselves E.g., letters, photographs

Selecting Texts Census Sample of Texts Nonrandom sample all the relevant texts Sample of Texts representative of the population of texts Nonrandom sample limited generalizability

Interpreting Communication Research Rhetorical Criticism Chapter 6

Introduction to the Method ‘Rhetoric’ refers to persuasion in communication research ‘Criticism’ refers to making a substantiated judgment Rhetorical criticism is description, analysis, interpretation, and evaluation of persuasive uses of human communication

Five Goals of Rhetorical Criticism 1. Sheds light on the purposes of a persuasive message, or its intended effects on an audience 2. Seeks to understand the effects of the context on creation of the message 3. To evaluate contemporary society, social criticism when it evaluates the ways in which issues are formulated and policies justified 4. Contributes to theory-building by offering generalizations about persuasion 5. Pedagogical--helps us learn what is effective and ineffective persuasion

Types of Rhetorical Criticism 3 types of questions are asked by rhetorical critics 1. What is the relationship between the rhetorical text and the context? (pp. 169-170) Historical Neo-Aristotelian Generic Feminist

Types of Rhetorical Criticism How does the message construct a particular reality for the audience and the rhetor? Metaphoric criticism Narrative criticism What does the text suggest about the rhetor? Dramatic criticism Fantasy theme analysis

Working in Small Groups Apply concepts from chapter 6 to: “A Case Study in Print Media and Heroic Myth: Lee Iacocca 1978-1985”(pp. 173-185) Write a summary of the study.