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The Study of Media Texts Using Qualitative Analysis

Научные исследования: 


For citation: Shumilina T.V. (2017) Issledovanie tekstov SMI s primeneniem kachestvennogo analiza [The Study of Media Texts Using Qualitative Analysis]. Mediaskop 3. (in Russian). Available at:


© Tatiana V. Shumilina
PhD, Senior Researcher at the Chair of Sociology of Mass Communications, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



Qualitative methods were developed in the second half of the twentieth century due to the humanization of social research, applied to the individual world of man, the motives and nuances of his behavior, neglected in quantitative studies dealing with the macrocosm, a large number of objects, the data subjected to quantitative processing and generalization is a tool of positivist sociology. The data obtained in the qualitative analysis, based not on the account, and understanding, are examples of social events through the individual. The source of such information is personal information is received and processed by the method of qualitative analysis. In the study of media texts using the qualitative analysis, the sociologist is considering the text media as the primary description of the phenomena, followed by the creation of a sociological portrait.

Keywords: qualitative and quantitative methods of analysis, humanistic and positivist sociology, motives, understanding, social portrait.



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