Introduction to qualitative research methods for summer school on Popular Culture & the City, july 2009.

1. Researching the city
Research methods of cultural studies
Sum e s ho l
mr c o
Popular culture & the city

2. Teaser
• Interest in culture, i.e. processes of
meaning making
• But this culture is not necessarily our own
(in terms of class, ethnicity, age, gender,
sexuality etc).
• And we are aware of our and their
particular position in the socio-political
landscape

3. Outline
• Qualitative research methods
• The nature of…
• Doing participant observation
• Other forms of qualitative research
2. Doing cultural studies (discussion)
• Distaste for rules
• Interdisciplinary nature
3. A bit about me…

4. Linda Duits
Assistant Professor
Qualitative methods of communication research
Youth, religion and popular culture
• Headscarves and porno-chic
• Young evangelicals
Ethnographic approach
• Critical, respectful,
‘whole’ culture

5. Lecture
• Qualitative research methods
• The nature of…
• Doing participant observation
• Other forms
• What do you want to research?
• Why would you want to do this?
• How can you do this?

6. doing research What?
1. What am I interested in?
2. Choose a topic that has wider
implications
3. Define a theoretical context
4. Be practical

7. doing research Why?
• Because you have to (i.e. contractor)
• For political reasons  cultural studies
• Societal relevance
• Scientific relevance

8. doing research How?
• Processes of making meaning
• Interest in
– people, Qualitative
– culture research
– understanding (verstehen) methods

9. doing qualitative research What?

10. doing qualitative research What?
• Qualitative research =
• An inductive research strategy, that emphasizes the social
construction of phenomena that can only be known
through interpretation.
• Quantitative research =
• A deductive research strategy, that emphasizes
quantifying phenomena in an objective reality.

11. doing qualitative research Why?
• Induction
= theory derives from research
• Construction (ontology)
= social properties are outcomes of interactions
• Interpretation (epistemology)
= how people make sense of their social world

12. doing qualitative research How?
• Seeing through the eyes of those you
study
• Description of and emphasis on context
• Emphasis on process
• Flexibility and limited structure
• Concepts and theory they are grounded in
data
 Using qualitative research methods

13. doing participant observation What?
• Method of data collection where the
researcher immerses him/herself for a
prolonged period of time in a social
setting
• It implies
– Participation
• Get active
• Talk
– Observation
• Look
• Listen

14. doing participant observation Why?
• Emphasis on data derived in context
• Analysis of what people do and of what
people say (triangulation)
• Relevant for those interested in culture
(i.e. groups, group processes etc instead
of individuals – compare psychology and
sociology)

15. doing participant observation How?
• Participation only = not research
• Observation only = does not fit with quali
• Roles change
– Participant-as-observer
– Observer-as-participant
– Overt/covert

16. doing participant observation How?
Topic list
• Research always start with a RQ
• Research question
 areas of interest
 subquestions
What do you want to know?
What will you look/listen/ask for?

17. doing participant observation How?

18. Other forms of qualitative research What?
• Interviews
• Focus groups
• Existing documents
• Creative visual methods
– Photovoice
Not discussed
• Doing qualitative analysis

19. Doing cultural studies Complexities
• Interdisciplinary nature
• Distaste for rules
• Researching (and thus representing) the Other
• Position of privileged researcher vis-à-vis
marginalized informant
Discuss this idea
Problematic yes or no?
Why (not)?
Any solutions or advice?

20. Conclusion
You now know:
• What qualitative research entails (globally)
• When to chose participant observation
You are now able to:
• Start your (first) participant observation
• Discuss the peculiarities of doing cultural
studies research

21. More resources
• Recommended reading
Practical, clear instructions
Davis, A. (2008). Investigating cultural producers.
Meyer, A. (2008). Investigating cultural consumers.
• Website Bryman book
http://www.oup.com/uk/orc/bin/9780199202959/
See you soon!