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1、05-downing.qxd7/27/20045:22PMPage1055APPROACHESTOMEDIATEXTSRuthWodakandBrigittaBuschInourcontribution,wefocusonqualitativelinguisticapproachestomediatexts—especiallyontheapproachesdevelopedwithincriticallinguisticsandcriticaldiscourseanalysis.Thereareseveralimportantreasonsforthischoice:Inre
2、centdecades,therehasbeenasignificantincreaseininternationalinterestinapplyingqualitativeresearchmethodstothestudyofsocialandculturalprocesses.Althoughthetraditionalempiricallyorientedapproachtomediatexts,mainlyrepresentedbyquantitativecontentanalysis,isstillwidespreadinmasscommunicationresear
3、ch(McQuail,2000,p.235),someobservers(e.g.,Jensen&Jankowski,1991)speakofa“qualitativeturn”inmediastudies.Thisshiftofparadigmisnotaquestionofpreferencesforparticularmethod-ologiesbutcorrespondstoconceptualandtheoreticalframeworksdistinctfromthetraditionalsender-receivermodel.Wecannot,however,el
4、aborateonalltheimportantresearchincon-versationanalysis(CA)andsociolinguistics,whichhasbeenconcernedwithmediaanalysis,duetotheshiftofparadigmmentionedabove.CAemergedinthe1960s(seeTitscher,Wodak,Meyer,&Vetter,2000,forasummary).Itisbasedonethnomethodology(Garfinkel,1967;Sacks,Schegloff,&Jeffers
5、on,1974)asaninterpretativeapproachtosociol-ogy,whichfocusesmainlyontheorganizationofeverydaylife.Despitethespecificityofitsname,CArepresentsagenericapproachtothestudyofsocialinteraction.Muchofthemediatextresearchinthisfieldfocusesonrelevantaspectsofbroadcastnewsinterviews(Greatbach,1986;Herit
6、age,1985),talkradio(Hutchby,1991),andtalkshows◆10505-downing.qxd7/27/20045:22PMPage106106–––◆–––Prolegomena(Gruber,1991;Kotthoff,1997).CAdescribestheformalstructureofconversations(openings,turntakings,closings,topiccontrol,interrup-tions,etc.)andanalyzeshowtheyoperateundertheinstitutionalcons
7、traintsofmedia.ThestrengthofCAisbasedindetailedlinguis-ticdescription,focusingontheorganizationofinteraction,withoutconsideringthecontext.Contextisdefinedwithinthetext,depen-dentontheexplicitmentioningofrelevantfactorsbythespeakers(seeScheglo
