Choosing a Method

Discourse analysis is a qualitative analysis method used to draw meaning from

language in context. You should consider using discourse analysis when you wish to analyse

the functions and underlying meanings of language in context. The two overarching

approaches to discourse analysis are language-in-use and socio-political approaches. The

main steps involved in undertaking discourse analysis are deciding on your analysis

approach (based on your research questions), choosing a data collection method, collecting

your data, investigating the context of your data, analysing your data, and reviewing your

work.

Discourse analysis is a blanket term for a range of qualitative research approaches

used in analyzing the use of language in social contexts. Researchers employ these

techniques to understand the world by investigating the underlying meaning of what people

say and how they say it, whether in face-to-face conversation, documents, non-verbal

interaction, or images.

For example, qualitative researchers may examine how people in a given setting

use a particular word to understand their upbringing or the influences other people have on

them. Likewise, researchers may deconstruct and analyze words written centuries ago to

understand the writer’s situation and get some general evidence about the writer’s society

at that particular time.

Where does discourse analysis fit?

Discourse analysis is an analytic technique rather than a theory, and its popularity has arisen from the

growing interest, starting late in the last century, in qualitative research and ways of analysing the data

it produces. There are a number of similar methods, for example, content analysis, which analyses

content according to key variables, narrative analysis, which looks at the patterns people find in their

lives and situations, and

conversational analysis, which looks at the structure of dialogue (for more information, see How to ...

analyse qualitative data: some specific techniques).

Discourse analysis has multiple disciplinary origins – sociology, socio-psychology, anthropology,

linguistics and philosophy, communications studies, and literature (Grant et al., 2005). It thus brings a

multidisciplinary perspective.

Its regard for context sets it slightly apart from ethnographic methods, which, according to Lee and

Roth (2006) tend to approach participants' talk and actions at face value. Participant observation often

involves the researcher having a relatively "invisible" role, as an observer. In the collection of data for

discourse analysis, however, the researcher has a more active role and may "co-construct" the interview

process.

It can also be contrasted with behaviourist and cognitivist approaches: discourse is not just a product of

a person's cognitive and mental state. Thinking makes use of concepts, and concepts are by definition

in the public domain, influenced by a broad range of social and intellectual factors. discourse analysis

is also influenced by social constructionism: people and their doings are not "natural observable facts",

but are constantly shaped by the society around them.

Approaches to Discourse Analysis

Depending on one’s purpose of the analysis, there are two main approaches of Discourse

Analysis one can use. These are namely:

Language in use:

This approach focuses on the regular use of language in communication. It includes paying

attention to sentence structures, grammar, phonology, etc. It traces back to formal ways of

language usage, language in use pays attention to proper rules of grammar and when the

language sounds ok to a native.

This method helps in understanding the technicality of the language and how it is used in

day-to-day conversations.
Example:

The language English has the prefix “un” and the suffix “able” as in “unpredictable”

However, an English speaker may say, “That’s un-flipping-predictable”. From a language-

in-use perspective, the infix “flipping” could be confusing.

Discourse analysis can be used to examine what is the role of the infix, or how it helps in

everyday conversation.

Socio-Political:

This approach of discourse analysis focuses on not only the technicalities but also on how a

language influences the social and political context and another way round.

1. Critical Discourse Analysis- focuses on the power spectrum. Eg: Teachers and their

students.

2. Normalized power- firm and suggestive, refers to one’s existence in the society and

within its norms. E.g., people not talking in the library.

3. Repressive power– is confidently believed. E.g.: parents threaten their kids with a

punishment.

If you look closely, the above sub-approaches are related to each other.

Steps to carry out in Discourse Analysis

Finalize your approach:

You need to decide what approach you want to use. This depends on what you are going to

use discourse analysis for. Understand the aim and objective of the problem and research

questions. You need to have an approach or a combination of an approach that best satisfies

your research and best aligns with your study’s purpose.

Gathering Data:

Once you have finalized your approach, it’s time to collect your data. Discourse analysis uses

data in the form of talk or text.

You can use the following resources to gather qualitative data to examine discourse:

1. Newspapers and periodicals

2. Brochures or other marketing materials

3. Government documents

4. Social media comments, online forums, and website comments/reviews

5. Interviews or qualitative surveys

To avoid irrelevant and redundant data, make sure to answer the “what” “why” and “who”

questions with respect to your case study. This will help you save time and keep your

research on the right track.