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

2. 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

3. 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

4. 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)

5. 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 ?

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

7. 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)

8. 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 ...

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

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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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