Learning Objectives

Chapter Summary

This chapter introduces students to the qualitative analysis of communication content. It provides an overview of rhetorical, semiotic and critical analyses. Specifically covered are the approaches of Aristotle, Kenneth Burke and Roman Jakobson, along with fantasy theme, metaphor, narrative, discourse, conversation, and critical analyses, and semiotics.

 

Chapter Objectives

This chapter will help you:

  • Describe the advantages and disadvantages of qualitative analyses of content.
  • Explain, with examples,
    • the main types of rhetorical analysis;
    • narrative, metaphor, and discourse analyses;
    • semiotic analysis; and
    • critical analysis and the assumptions underlying it.
  • Describe the basic concepts and coding used in conversation