Qualitative research methods in visual communication. Case study: Visual networks in the promotional videos of the European Year of Volunteering

• Author: Camelia M. Cmeciu - Doina Cmeciu
• Position: Associate Professor, PhD, Danubius University of Galati, Romania - Professor, PhD, Vasile Alecsandri University of Bacau, Romania
• Pages: 199-205

Qualitative Research M

Visual Networks in the

Cam

Abstract

: European Years are a m

objective

of this paper is to provid

European and national level. The

a

visual communication: ATLAS.ti (

semiotics. The

results

of our analysi

a salience of transactional processes

and a classification of various types

into the way in which two differen

representation and interpretation to a

Keywords:

network views; semiotic

1. Visual Communication –

Qua

Visual communication has become

“more reliant on the viewer’s abil

Abraham, 2001, p. 219) and since th

verbally. The two syntagms which

power of i mages” and “the images

refers to the represented participant(

As Messaris and Abraham (2001, p

historical, and social roots of ideolog

Within the context of visual resear

approach to images. This type of app

own effects), think

about the social

own way of looking at images (a hist

The analyses of visual images have m

-

quantitative methods: content

variables, such as gender, role, setti

1

Associate Professor, P hD, Danubius Unive

+40372 361 102.

Corresponding author: cme

2

Professor, PhD, Vasile Alecsandri Univ

Romania. Tel.: +40 234 542411, f

ax: +40 23

Interdisciplinary Dimensions of Communic

Methods in Visual Communication. Case

he

Promotional Videos of the European Y

Volunteering

amelia Cmeciu

1

, Doina Cmeciu

2

means of promoting European issues at a macro and micro

-

ide the visual differenc es in the f

raming of the issue of volunte

approach

focuses on a blending of two qualitative research m

i (computer ass isted/ aided qualitative data analysis software) a

ysis highlight two network views on volunteering pr omoted throug

ses in the implementation of volunteering at a European and natio

pes of socia

l practices specific to Romania. This study provides

rent qualitative methods may be combined in order to pr ovide

o a European issue.

tic

processes; European Year; volunteering

ualitative Research Methods

me more and more pervasive nowadays since visual

bility to make intuitive sense of impli

cit meanings”

they convey meanings which might seem controversi

ch may describe the dominance of visual communic

es of pow

er” (Mitchell, 1994, p. 324). Whereas the

nt(s), the former refers to the various meaning potentia

, p. 220) pointed out, images “subtly camouflage th

logy”.

earch, Gillian Rose (2002, pp. 15

-

16) makes a plea

approach will take images seriously (visual representat

al conditions and effects of visual objects, and conside

historical, geographical, cultural and social way of look

e mainly focused on two types

of research methods:

t analyses of advertising and photographic images

etting, size, and modality (Bell, 2001) or different str

iversity of Galati, Romania

.

Address: 3 Galati Blvd, 800654 Gala

meciu.camelia@uni

v-danubius.ro.

niversity of Bacau, Romania

.

Address: 157 Mreti Avenue,

234 545753

. E-mail: dcmeciu@yahoo.com.

nication Science

199

ase Study:

n Year of

-

level. The

nteering at a

methods in

) and socia l

ough videos,

ational level,

es an insight

ide a visual

ual framings are

gs” (Messaris &

rsial if expressed

nication

are “the

e latter syntagm

tials of a picture.

the construct

ed,

lea for a critical

tations have their

ider the viewer’s

oking).

ges, using either

strategies for the

alati, Romania

. Tel.:

ue, 600115, Bacau,