INFO 272 Qualitative Research Methods Image Analysis in

INFO 272. Qualitative Research Methods Image Analysis (in field-based research)

Outline The status of images in society 2) Compositional interpretation – some vocabulary 3) Content Analysis of Images 4) Semiotic Analysis 1)

A New Era of Digitally Doctored Images Source: http: //www. thememoryhole. org/media/eveningstandard-crowd. htm

Source: http: //www. thememoryhole. org/media/eveningstandard-crowd. htm

Compositional Interpretation content – what is the image of? Religious, historical, literary themes/events 2. color – hue, saturation, value/brightness 3. spatial organization – perspective, point of view, eye level 4. light source 1.

Compositional Interpretation Moving Images 1. Screen ratio 2. Screen frame – open or closed 3. Screen plane 4. Shot distance 5. Focus 6. Angle

Compositional Interpretation Moving Images 1. Revolving: Pan, Tilt 2. Tracking, Crane 3. Zoom Editing 1. Continuity cut (classic Hollywood) 2. Jump cuts (MTV)

Content Analysis of Images Sample documents (can even do a random sample) 2) Divide documents into units 1) 1. syntactical vs. semantic elements 2. Articles, words, sentences, themes, propositions Construct a coding frame and assign codes to units 4) Calculate frequencies 3)

Content Analysis of Images Reading National Geographic (Lutz and Collins 1993)

Content Analysis of Images How photos were coded: 1. 2. World location Unit of article organization (region, nation-state, ethnic group, other) … 1. 2. 3. 4. 5. 6. 7. Camera gaze of person photographed Westerners in photo Skin color Dress style (“western” or local) Male nudity Female nudity Technological type present (simple handmade tools, machinery)

Shortcomings of Content Analysis � What exactly do frequencies mean? � Does more often mean more important? What about important omissions? � Good coding schemes need extensive piloting, trial and error � Binary nature of codes

Semiology/Semiotics Language is relational not referential 2. Signifier, signified, referent 1. � Furthermore – icon, index, symbol 3. Studying how signs come together and work as codes � Denotation (a baby, base-level meaning) vs. connotation (higher-level meaning, i. e. innocence)

Semiology/Semiotics Two main research issues: 1. Analysis of signs in systems of relations through which they get their meaning 2. How a particular sign system divides up the world (and what are the social implications)

Semiotics: Method denotational phase, list all elements in the image and any accompanying text 2. ask what does each element connote? 3. how do the elements relate to each other? 4. what cultural knowledges are required in order to read the material? (connection to wider systems of meaning) 1. [source: Bauer and Gaskell]

Semiotics: Example

Shortcomings of Semiotics � Implicit presumption about readers as ‘cultural dupes’ � Elaborate, perhaps overly complex terminology � Lack of concern with surrounding social practices – but see ‘social semiotics’

Summary � Content analysis on large quantities of text/imagery (news media) � Semiotics on persuasive/rhetorical texts/imagery (advertisements) � Semiotics requires substantial cultural knowledge � How do we handle what is notably absent, concealed?

Further Reading Visual Methodologies, Gillian Rose – highly recommended