How Quantitative Methods Can Inform Qualitative Analysis of Digital Media Discourse Dang-Anh, Mark; Rüdiger, Jan Oliver
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www.ssoar.info From Frequency to Sequence: How Quantitative Methods Can Inform Qualitative Analysis of Digital Media Discourse Dang-Anh, Mark; Rüdiger, Jan Oliver Veröffentlichungsversion / Published Version Zeitschriftenartikel / journal article Empfohlene Zitierung / Suggested Citation: Dang-Anh, M., & Rüdiger, J. O. (2015). From Frequency to Sequence: How Quantitative Methods Can Inform Qualitative Analysis of Digital Media Discourse. 10plus1 : Living Linguistics, 1, 57-73. https://nbn-resolving.org/ urn:nbn:de:0168-ssoar-52776-8 Nutzungsbedingungen: Terms of use: Dieser Text wird unter einer Basic Digital Peer Publishing-Lizenz This document is made available under a Basic Digital Peer zur Verfügung gestellt. Nähere Auskünfte zu den DiPP-Lizenzen Publishing Licence. For more Information see: finden Sie hier: http://www.dipp.nrw.de/lizenzen/dppl/service/dppl/ http://www.dipp.nrw.de/lizenzen/dppl/service/dppl/ 57 From Frequency 1. Introduction 2014). As such, they don’t consider the poly- to Sequence: phonic occurrences of language in social me- How Quantitative n todays’ digitally mediatized world, mi- dia platforms such as Facebook, Twitter, cro-blogging is a common practice in po- Instagram, and so forth. Methods Can Inform This paper aims at bridging the deline- I litical communication (Thimm et al. Qualitative Analysis of 2014). Twitter, as the most popular mi- ated gap between linguistic and medial foci Digital Media Discourse croblogging platform in the western hemi- with an emphasis on the methodological and sphere1, is a medium that is used widely by methodical question of how corpus linguis- (Journal Article + Infographic) political actors, be it on an institutional or tics can inform qualitative inquiries in media Mark Dang-Anh | individual level. The course and discourse of linguistics. In other words: Media linguistics Jan Oliver Rüdiger can incorporate quantitative corpus linguis- street protests, especially, is constituted by This paper aims at showing how quanti- microblog communication (Gerbaudo 2012). tics and qualitative hermeneutic analysis tative corpus linguistic analysis can in- Although there are numeral studies on the with respect to the mediality of language form qualitative analysis of digital media role of digital media in street protests, be it use, as every processed occurrence of lan- discourse with respect to the mediality for example in the context of the Occupy guage has its own mediality, i.e. features of of language in use. Using the example of media including the opportunities and con- protest discourse in Twitter, in the field protests (Penney & Dadas 2014), the Tahrir of anti -Islamic ‘Pegida’ demonstrations, a Square protests (Wilson & Dunn 2011; straints they impose on communicative prac- three-step method of collecting, reduc- Tufekci & Wilson 2012), or anti-fascist pro- tices (and vice versa). The case of Twitter ing and interpreting salient data is pro- tests (Dang-Anh & Eble 2013; Neumayer & usage in street protest thus serves as an ex- posed. Each step is aligned with opera- emplification of how quantitative and quali- Valtysson 2013), few take a perspective on tive medial features of the microblog: 2 hashtags, retweets and @-interactions. the linguistic construction of meaning for tative methods might be sensibly combined. The exemplary analysis reveals the im- and within these streets protests. Further- Given the fact that large numbers of portance of discussions of attendance more, linguistic explorations dealing with people contribute to digital media discourses numbers in protest discourse and the language and protest (cf. Martín Rojo 2014a) on political events, such as protests, and thus asymmetry between administrative (i.e. create large numbers of texts, research the police) and non-administrative dis- focus on on-street/ square semiotics, e.g. on course agents. Furthermore, it exempli- banners (Martín Rojo 2014b), and offline methods must be adapted to these phenom- fies how frequency analysis and se- discourse of street assemblies (Steinberg ena for the purpose of linguistic analysis. quence analysis can be combined for research in media linguistics. 1 Twitter is banned in China. The most popular micro- 2 For illustration, this article is complemented with an This contribution also comprises an blogging platform in China is Sina Weibo. infographic which is available at 10plus1journal.com. infographic which can be retrieved from www.10plus1journal.com. 1 0 p l u s 1 10plus1: Living Linguistics | Issue 1 | 2015 | Media Linguistics L I v I n g L I n g u I s t I c s Mark Dang-Anh & Jan Oliver Rüdiger | From Frequency to Sequence 58 However, the sheer vastness of communica- next section introduces Twitter, the opera- the advantage of the quantity of ‘evidencing’ tive occurrences of language in digital media tivity of hashtagging, retweeting and @- data: “by using computer software, analysts does not prevent linguistic analysis from the mentioning and their alignment with the can deal with much larger quantities of data, hermeneutic (re-)construction of meaning proposed three-step method of analysis. and so put forward more convincing evi- through in-depth analysis. Thus, it is our goal Following this, the method is exemplified dence in support of their claims.” (2014: 81) to show how corpus linguistics as a quantita- using the case of ‘Pegida’ protests and a cor- Both views emphasize the utility of corpus tive means can heuristically inform qualita- responding Twitter corpus. We conclude linguistic methods for the analysis of large tive analysis of digital media discourse. To be both, the methodological reflection and the data sets. However, data and analyses based more precise, we will show how the analysis exemplary analysis, in the last section. on data, be it from small or large corpora, of frequencies structures and filters large must always be interpreted and contextual- datasets in order to practically perform qual- 2. Corpus Linguistics as Heuristics for ized in order to conduct an adequate recon- itative analysis of communicative sequences. Qualitative Analysis structive analysis of the construction of By identifying salient utterances and speak- meaning within social contexts. From such a ers through quantitative measures the perspective, evidentiality4 or cogency is not an When it comes to researching large data three-step method of data collection, reduc- inherent feature of a datum but evidencing is sets, it is increasingly regarded as sensible tion, and interpretation points to a commu- a reflexive scientific process that data ana- and fruitful to extend qualitative methods by nicative sequence, the meaning of which is lysts negotiate intersubjectively. As a conse- quantitative means (cf. O'Halloran 2010; qualitatively analysed with respect to its quence, quantitative and qualitative meth- O'Keeffe 2012; Bubenhofer 2013; Baker & context. However, our approach is not strict- ods have to be balanced precisely. While Levon 2015). McEnery & Hardie, thus taking ly linear but circular, as we reassess the qualitative methods still pave the royal road a stance on corpus linguistics as a supportive quantitative analytical steps by corpus- to reconstructive analysis of language-in- extension of qualitative research methods: hermeneutic reflections.3 use, quantitative methods might support “any field that is based, primarily or in part, The following section outlines the rela- analyses heuristically. By accessing large on the study of text can benefit from corpus tion between quantitative and qualitative data sets heuristically with the use of corpus methods in any research context where the methods with special regard to the notion of linguistics, subtle communicative patterns body of text that is of interest expands be- salience in conjunction with those of fre- might emerge, intuitively expected commu- yond the point where hand-and-eye meth- quency and ascriptions of relevance. The ods of analysis can fully encompass its con- tents.” (2012: 231) In their work on written 4 Evidentiality is not used here in its specific linguistic 3 This is exemplified in the first step of the exemplary discourse, Cameron & Panović emphasize terminological sense that points to grammatical fea- analysis (cf. p.64). tures (cf. Chafe & Nichols 1986). 10plus1: Living Linguistics | Issue 1 | 2015 | Media Linguistics Mark Dang-Anh & Jan Oliver Rüdiger | From Frequency to Sequence 59 nicative patterns might be confirmed and visible acts of political communication that 2) “a politically relevant topic (under the thus the foci of qualitative analyses can be characterize political systems or coin politi- conditions of a democratic system, this directed to distinct pieces of data.5 cal discourse over a trans-situational time predominatly means a controversial span. However, Klein acknowledges that topic)” 3. Salience and Frequency salient sentences necessarily belong to a 3) “a special situation that is evoked by collective actual knowledge and possibly public attention, aggravation, or arous- We use salience as a key concept to identify anchor within the collective memory of polit- ing a latent controversy”. distinct communicative sequences from ically and historically interested parts of so- large data sets. Klein (2014) conceptualizes a ciety (Klein 2014: 122). From Klein’s (2014: As the first two – rather vaguely attributed – trans-situational understanding of “salient 123) point of view, three features are re- features of considerability and political rele- sentences” by which he refers