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36807 results in Cambridge Textbooks

Page 396 of 1841

  • 7 - Case Studies

  • Aleksandra Gnach, Zurich University of Applied Sciences, Wibke Weber, Zurich University of Applied Sciences, Martin Engebretsen, Universitetet i Agder, Norway, Daniel Perrin, Zurich University of Applied Sciences
  • Book:
    Digital Communication and Media Linguistics
    Published online:
    18 February 2023
    Print publication:
    29 December 2022, pp 191-234

  • Summary

    This chapter provides examples of how to use the discussed methods of media linguistics. It presents excerpts from research projects that show how the methods introduced in Chapters 5 and 6 can be applied individually or in combination. The following two case studies explain how to approach data stories and images using visual and multimodal analysis in journalism and PR.

    The first case study illustrates the use of progression analysis for examining the interplay between writing processes and their contexts. Finally, the last case study illustrates how ethnographic frameworks and media linguistic methods can be combined to investigate sociality in online environments.

  • 5 - Doing Media Linguistic Research

  • Aleksandra Gnach, Zurich University of Applied Sciences, Wibke Weber, Zurich University of Applied Sciences, Martin Engebretsen, Universitetet i Agder, Norway, Daniel Perrin, Zurich University of Applied Sciences
  • Book:
    Digital Communication and Media Linguistics
    Published online:
    18 February 2023
    Print publication:
    29 December 2022, pp 137-154

  • Summary

    When doing classical fieldwork, ethnographers spend time in a foreign culture and try to describe this culture in a way that makes strange or unusual features understandable for their readers. It is a way to help addressees to see their own culture from a new perspective. The purpose of this chapter is to show how applied research can help to identify problems in society and professions and how it contributes to providing solutions by using the media linguistics toolbox. The chapter introduces some research frameworks, structures of various methods, and theoretical concepts. Furthermore, it aims to explain why the combination of linguistic and ethnographic frameworks is especially useful for finding out what people actually do when interacting in the context of digital media. The section on digital ethnography shows how doing research across offline and online spaces can broaden the understanding of the complexities of our contemporary world. Finally, the chapter introduces methods to generalize findings from ethnographic case studies systematically.

Page 396 of 1841