The qualitative media analysis

Abstract

In the following chapter, the author provides a description of the first part of the empirical research process, the qualitative media analysis. This type of analysis will be accompanied by a discourse analysis. A discourse can be defined as the regulated manners of speaking and consists of objective elements such as social topics, statements and terms as well as subjective elements including physical habits and speaker roles such as gender roles (Link 2006, p. 410). The term discourse can be also defined as a process of discussion, focussing on specific topics that are of interest for the society (Keller et al. 2006, p. 7) as in the case of this master thesis, the image of the United Arab Emirates as a tourist destination brand with strong focus on the cultural aspect. Altheide (2000, p. 292) stated that “Words are powerful when they become symbolic frames that direct discursive practices.” A discourse can be traced by analysing certain content, topics or words over a fixed phase and within various types of media (ibid).