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Ontological assumptions and generalizations in qualitative (audience) research
Örebro University, Department of Humanities.
2008 (English)In: European Journal of Communication, ISSN 0267-3231, E-ISSN 1460-3705, Vol. 23, no 3, p. 275-294Article in journal (Refereed) Published
Abstract [en]

In media and communication studies, a number of social science and humanistic perspectives meet. As a multidisciplinary field it tends, however, to borrow methods from diverse disciplines and theoretical schools quite eclectically, without taking into consideration the fact that they may be based on various basic implicit assumptions. Underlying the methods there are quite different suppositions about the nature of reality, and about the nature of knowledge and how to gain knowledge. We rarely make that explicit when using specific methods or combinations of methods. The aim of this article is to discuss qualitative research and focus on ontological assumptions behind our methodological arguments and choices. Generalization, often seen as the Achilles heel of qualitative research, will also be brought up and its relation to ontological positions will be clarified. Qualitative audience research will be used to concretize the discussion, but the problems discussed will be of a more general nature and valid for qualitative research in general.

Place, publisher, year, edition, pages
London: Sage , 2008. Vol. 23, no 3, p. 275-294
Keywords [en]
audience research, generalizations, methodology, ontology, qualitative research
National Category
Media and Communications Social Sciences
Research subject
medie- och kommunikationsvetenskap
Identifiers
URN: urn:nbn:se:oru:diva-4671DOI: 10.1177/0267323108092536OAI: oai:DiVA.org:oru-4671DiVA, id: diva2:138970
Available from: 2008-10-29 Created: 2008-10-29 Last updated: 2017-12-14Bibliographically approved

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Höijer, Birgitta

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  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
  • html
  • text
  • asciidoc
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