Multi-Visual Qualitative Method: Observing Social Groups in Mass Media

Abstract

In reviewing the bibliography upon which qualitative method is based, the author refers to ethnography, ethnomethdology, symbolic interactionism and cultural studies, and argues that a combination of the qualitative methods is actually possible. To enforce his point, he gives the example of research that was recently conducted about the National Television Channel of Greece. Moreover, through the theoretical review, he asserts that the application of all qualitative methods is a way to transfer ourselves from observation to focusing and depth interviews. He believes that such an application can be really effective while collecting data as well as while analyzing and presenting the results of the research. Finally, it is his firm conviction that this shift to qualitative multi-methods can be also achieved in other scientific fields, apart from that of mass media.