To Örebro University

In this chapter, the basics of “Qualitative Analysis of Ideas and Ideological Content”, as a methodological approach, is presented from a quite original perspective. A unified analytical model is put forward as the starting point, termed ‘The VDP–triad’. The model is developed from the basic notion that all social and political communication and language consists of three generic, fundamental thought-dimensions: values (V), descriptions (D) and prescriptions (P). These three are connected in quasi-logical, argumentative sequences of practical reasoning – VDP-triads – which give social and political communication or discourse (text or talk) an action-guiding force, and hence an ideological or political meaning. Since all society and politics is made up of structured actions and interactions, all society is dependent on ‘meaningful’, action-guiding communication and language. Ideas or ideological content, thus, is related to the preservation or change of the social order, that is, the preservation or change of the institutions of society; as when traditional patriarchal soiciety, for example, is giving way for modern, liberal institutions. In this way, the analysis of ideas is connected to all political analysis; whether of the thought of movements and parties, media messages, governmental debates or public policies.  Methodologically, five types of investigation and analysis of ideas is presented in a six-fold table: on the one axis the distinction is made between content-oriented respectively explanation-oriented modes of idea-analysis, on the other axis three epistemological attitudes are discerned, the descriptive, the critical and the normative. Together these make up the five types: 1) descriptive, interpretative idea-analysis, 2) assessing and scrutinizing idea-criticism, 3) normative proposals from the side of the researcher, 4) historical and empirical explanative analysis, and 5) ideology-critique, explaining and dismantling the social function of ideas. The first of these, descriptive and interpretative idea-analysis, is regarded as basic to all the others, containing the basic method of qualitative idea-analysis. The VDP-triad is complemented with and analytical scheme, with two basic levels, the fundamental level (of worldview, basic values and human nature) and the operative level (of practical thought in practical situations). Finally, two illustrating analyses are performed, to show the practicality of the VDP-triad and the analytical scheme. The first regards the party platform the British Women’s Equality Party (WEP), founded in 2015. The second regards the speech of His Holiness Pope Francis, delivered in the UN General Assembly, also in 2015.