DIE ROL VAN TAALAKTIVISME BY DIE HERWAARDERING VAN ...

inhoudsanalise as “dié primêre boodskap-gesentreerde navorsingsmetodologie” en haal
studies van Riffe en Freitag (1997) en Yale en Gilly (1988) aan wat aanvoer dat
inhoudsanalise die navorsingstegniek is wat in die laaste twintig jaar die vinnigste in die
veld van massa-kommunikasie gegroei het. In die 1950s was media-inhoudsanalise baie
voorspoedig, veral met die verskyning van televisie, en dit was die eerste keuse as
navorsingsmetode in die bestudering van verskynsels soos byvoorbeeld rassisme en
geweld. Lasswell, Lerner en Pool (1952:34) noem dat inhoudsanalise
“operates on the view that verbal behaviour is a form of human behaviour,
that the flow of symbols is a part of the flow of events, and that the
communication process is a part of the historical process .... content
analysis is a technique which aims at describing, with optimum
objectivity, precision, and generality which is said on a given subject in a
given place at a given time. ”
Richardson (2007:1) voer aan dat gedrukte mediatekste anders interpreteer moet word as
ander genres van diskoers. Joernalisme voorsien in bepaalde sosiale funksies en
“has been created by men and women in accordance with particular
production techniques and in specific institutional settings; is marked by
particular relationships between other agencies of political, judicial and
economic power; is characterized by particular interpersonal relations
between writer and and reader; and is consumed, interpreted and enjoyed
in ways that are specific.”
Blommaert (1999:5) voer aan dat
“texts generate their publics, publics generate their texts and the analysis
of ‘meanings’ now has to take into account a historiography of the context
of production ...” en verder dat tekste “... have their own ‘natural history’
– a chronological and sociocultural anchoring which produces meaning
101