1. Qualitative data analysis : An introduction
Carol Grbich
Chapter 16 :
Visual data analysis

2. Visual data Visual records fall into three groupings:
A. Visual records currently in existence such as:
film
newspaper images
artwork (paintings, posters, cartoons)
computer images
architecture and all forms of design
videos
photos
aspects of material culture such as clothing. graffiti etc .
B. Visual records collected by you as researcher.
C. Visual records collected by your participants separately or together with you in a collaborative approach

3. Visual documentation: Data analysis
Four main types:
Ethnographic content analysis
Historical analysis; iconology and iconography
Structural analysis
Poststructuralist analysis

4. Ethnographic content analysis
ECA seeks to identify the signifiers/signs within visual images and to understand their accepted meanings within the culture in which they are located.
When to use: when you have access to visual images
Type of research question best suited:
What is going on in this visual image?
What aspects of the cultural context or social organisation are reflected in these images.
Strengths: enables visual images to be ‘read’ within cultural or historical contexts
Weaknesses: the origin and the purpose of the construction or collection of the images may be unclear.

5. Ethnographic content analysis
Process:
Content and context
What is the image of?
What is the context of its production? Who was involved in the production? and for what purpose?
How do the outcomes convey meaning within the cultural context of origin? Today?
Links
Each image will be linked to/embedded in a variety of other signs through intertextuality. What are these other signs?
How do other signs impact on/affect the image?
How does this image reflect or depart from dominant cultural values?
Interpretation
What is the most obvious reading of the image?
What alternative readings can be made?

6. 2. Iconology/Iconography
Iconology - the interpretation of art and religious images iconography - to the meanings of these symbols
in practice the two have become closely interwoven.
When to use: when you have access to images from art or religion
Type of research question best suited: what are the meanings of the signs in this painting?
Strengths: enables the identification of the meanings of the icons/signs being used
Weaknesses: interpretations may change over time so the original meaning is lost

7. Iconology/Iconography
three levels of analysis : primary, secondary & tertiary:
primary level (description of factual and expressional representations);
secondary level (representation at a more abstract level - iconographical analysis);
tertiary level (iconological interpretation involving seeking the deepest meaning)

8. 3. Structural analysis
Signs and patterns of visual symbols are viewed as being directly related to concepts within particular cultures which have meanings that can be read. The signifier (image) is connected to the signified (meaning).
When to use: when you wish to identify the commonly accepted meanings of signs
Research question best suited: What do these signs represent?
What are the meanings of these images for participants?
Strengths: enables visual images to be ‘read’ and understood by a broad population, within cultural contexts
Weaknesses: the static nature of sign and signifier doesn’t allow for rapid changes in meaning

9. Structuralist symbols
There are three different kinds of symbols:
Iconic - a realistic representation or strong resemblance between image and object e.g. a picture of a horse
Symbolic - a learned symbol such as a crown representing royalty and the power of the monarchy
Indexical - linking to natural events via a physical connection - e.g. steam to hot water

10. 4. Post structuralist analysis: deconstruction
When to use: when you have access to visual images needing deconstruction/unravelling
Type of research question best suited: What is the meaning of the sign components of this visual image?
Strengths: enables in depth analysis of visual images as they are deconstructed within cultural and historical contexts
Weaknesses: multiple readings and multiple conclusions mean there are no finite answers, everything is transitional

11. Post structuralism : Process
In seeking threads to rupture the text:
allow the arguments to challenge each other
identify any contradictions and generalisations
disentangle the complexities of all dichotomies,
seek marginalized voices
seek links to other texts
avoid finite interpretations
seek transitions interpretations and alternative readings