Visual motif analysis : a qualitative method for analyzing visual data online /
Mariam Mousa and Panteá Farvid.
Bok Engelsk 2022
| Medvirkende | Farvid, Panteá, (author.)
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| Omfang | 1 online resource : : illustrations.
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| Opplysninger | We are currently amidst a "social revolution" when it comes to communication and technology. Social networking sites have not only changed the way people connect with each other, but have also reshaped how they interact with (online) images. Access to, and engagement with, this level of visuality offers new meanings for how individuals consume, (re)produce, and respond to visual culture. Currently, there are no visual methods that offer an appropriate tool for making sense of large volumes of (typically online) visual data. To address this gap, we introduce a new qualitative method, developed specifically for critically analyzing substantial amounts of visual material online. Drawing on insights offered by the existing methods of Visual Content Analysis, Critical Theory, and Thematic Analysis, we propose a new method called Visual Motif Analysis (VMA). To demonstrate this method, we present material from a case study examining the construction of "girlhood" culture on the social media platform, Tumblr. The accounts of 13 adolescent girls were observed over a 4-month period where VMA was conducted on the images they posted. Four prominent identity motifs of femininity were identified: traditional femininity, hipster, scene girl, and emocore. These identities were overlaid with five lifestyle motifs that appeared instructional in how to "achieve" each mode of being: stylistic choices, bodily representation, relationships, food, and substance use. We discuss the implications of VMA in making sense of representations in culture with examples. The utility, lessons learned and limitations are also discussed.
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| ISBN | 9781529601800 : : No price
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