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Viewing report
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Blood Brothers. Edition No. 1
VDM Publishing House, April 2008, Pages: 364
The aim of the project was to develop a robust methodological translation of the insights of 'culturalist' theoretical positions in communications studies. The objective being to provide an alternative to dominant research methods that could avoid their inherent problems and offer a viable, theoretically anchored framework through which to approach contemporary media research. The focus taken was on alcohol advertising in Aotearoa New Zealand. The result was an innovative methodology described as Mapping with Discursive Sonar. Subsequent testing of the method highlights the socially located, interpretative complexity of media engagements. By carefully setting out and unpacking that complexity, the research pilot identifies how the methodology can make sense of how and why media engagements vary for different people and how and why those engagements represent participation in wider struggles over meanings in the socio-cultural context.
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