dissertation textual analysis

Textual Analysis: Definition, Types & 10 Examples

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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Textual analysis is a research methodology that involves exploring written text as empirical data. Scholars explore both the content and structure of texts, and attempt to discern key themes and statistics emergent from them.

This method of research is used in various academic disciplines, including cultural studies, literature, bilical studies, anthropology , sociology, and others (Dearing, 2022; McKee, 2003).

This method of analysis involves breaking down a text into its constituent parts for close reading and making inferences about its context, underlying themes, and the intentions of its author.

Textual Analysis Definition

Alan McKee is one of the preeminent scholars of textual analysis. He provides a clear and approachable definition in his book Textual Analysis: A Beginner’s Guide (2003) where he writes:

“When we perform textual analysis on a text we make an educated guess at some of the most likely interpretations that might be made of the text […] in order to try and obtain a sense of the ways in which, in particular cultures at particular times, people make sense of the world around them.”

A key insight worth extracting from this definition is that textual analysis can reveal what cultural groups value, how they create meaning, and how they interpret reality.

This is invaluable in situations where scholars are seeking to more deeply understand cultural groups and civilizations – both past and present (Metoyer et al., 2018).

As such, it may be beneficial for a range of different types of studies, such as:

• Studies of Historical Texts: A study of how certain concepts are framed, described, and approached in historical texts, such as the Bible.
• Studies of Industry Reports: A study of how industry reports frame and discuss concepts such as environmental and social responsibility.
• Studies of Literature: A study of how a particular text or group of texts within a genre define and frame concepts. For example, you could explore how great American literature mythologizes the concept of the ‘The American Dream’.
• Studies of Speeches: A study of how certain politicians position national identities in their appeals for votes.
• Studies of Newspapers: A study of the biases within newspapers toward or against certain groups of people.
• Etc. (For more, see: Dearing, 2022)

McKee uses the term ‘textual analysis’ to also refer to text types that are not just written, but multimodal. For a dive into the analysis of multimodal texts, I recommend my article on content analysis , where I explore the study of texts like television advertisements and movies in detail.

Features of a Textual Analysis

When conducting a textual analysis, you’ll need to consider a range of factors within the text that are worthy of close examination to infer meaning. Features worthy of considering include:

• Content: What is being said or conveyed in the text, including explicit and implicit meanings, themes, or ideas.
• Context: When and where the text was created, the culture and society it reflects, and the circumstances surrounding its creation and distribution.
• Audience: Who the text is intended for, how it’s received, and the effect it has on its audience.
• Authorship: Who created the text, their background and perspectives, and how these might influence the text.
• Form and structure: The layout, sequence, and organization of the text and how these elements contribute to its meanings (Metoyer et al., 2018).

Textual Analysis Coding Methods

The above features may be examined through quantitative or qualitative research designs , or a mixed-methods angle.

1. Quantitative Approaches

You could analyze several of the above features, namely, content, form, and structure, from a quantitative perspective using computational linguistics and natural language processing (NLP) analysis.

From this approach, you would use algorithms to extract useful information or insights about frequency of word and phrase usage, etc. This can include techniques like sentiment analysis, topic modeling, named entity recognition, and more.

2. Qualitative Approaches

In many ways, textual analysis lends itself best to qualitative analysis. When identifying words and phrases, you’re also going to want to look at the surrounding context and possibly cultural interpretations of what is going on (Mayring, 2015).

Generally, humans are far more perceptive at teasing out these contextual factors than machines (although, AI is giving us a run for our money).

One qualitative approach to textual analysis that I regularly use is inductive coding, a step-by-step methodology that can help you extract themes from texts. If you’re interested in using this step-by-step method, read my guide on inductive coding here .

See more Qualitative Research Approaches Here

Textual Analysis Examples

Title: “Discourses on Gender, Patriarchy and Resolution 1325: A Textual Analysis of UN Documents”  Author: Nadine Puechguirbal Year: 2010 APA Citation: Puechguirbal, N. (2010). Discourses on Gender, Patriarchy and Resolution 1325: A Textual Analysis of UN Documents, International Peacekeeping, 17 (2): 172-187. doi: 10.1080/13533311003625068

Summary: The article discusses the language used in UN documents related to peace operations and analyzes how it perpetuates stereotypical portrayals of women as vulnerable individuals. The author argues that this language removes women’s agency and keeps them in a subordinate position as victims, instead of recognizing them as active participants and agents of change in post-conflict environments. Despite the adoption of UN Security Council Resolution 1325, which aims to address the role of women in peace and security, the author suggests that the UN’s male-dominated power structure remains unchallenged, and gender mainstreaming is often presented as a non-political activity.

Title: “Racism and the Media: A Textual Analysis”  Author: Kassia E. Kulaszewicz Year: 2015 APA Citation: Kulaszewicz, K. E. (2015). Racism and the Media: A Textual Analysis . Dissertation. Retrieved from: https://sophia.stkate.edu/msw_papers/477

Summary: This study delves into the significant role media plays in fostering explicit racial bias. Using Bandura’s Learning Theory, it investigates how media content influences our beliefs through ‘observational learning’. Conducting a textual analysis, it finds differences in representation of black and white people, stereotyping of black people, and ostensibly micro-aggressions toward black people. The research highlights how media often criminalizes Black men, portraying them as violent, while justifying or supporting the actions of White officers, regardless of their potential criminality. The study concludes that news media likely continues to reinforce racism, whether consciously or unconsciously.

Title: “On the metaphorical nature of intellectual capital: a textual analysis” Author: Daniel Andriessen Year: 2006 APA Citation: Andriessen, D. (2006). On the metaphorical nature of intellectual capital: a textual analysis. Journal of Intellectual capital , 7 (1), 93-110.

Summary: This article delves into the metaphorical underpinnings of intellectual capital (IC) and knowledge management, examining how knowledge is conceptualized through metaphors. The researchers employed a textual analysis methodology, scrutinizing key texts in the field to identify prevalent metaphors. They found that over 95% of statements about knowledge are metaphor-based, with “knowledge as a resource” and “knowledge as capital” being the most dominant. This study demonstrates how textual analysis helps us to understand current understandings and ways of speaking about a topic.

Title: “Race in Rhetoric: A Textual Analysis of Barack Obama’s Campaign Discourse Regarding His Race” Author: Andrea Dawn Andrews Year: 2011 APA Citation: Andrew, A. D. (2011) Race in Rhetoric: A Textual Analysis of Barack Obama’s Campaign Discourse Regarding His Race. Undergraduate Honors Thesis Collection. 120 . https://digitalcommons.butler.edu/ugtheses/120

This undergraduate honors thesis is a textual analysis of Barack Obama’s speeches that explores how Obama frames the concept of race. The student’s capstone project found that Obama tended to frame racial inequality as something that could be overcome, and that this was a positive and uplifting project. Here, the student breaks-down times when Obama utilizes the concept of race in his speeches, and examines the surrounding content to see the connotations associated with race and race-relations embedded in the text. Here, we see a decidedly qualitative approach to textual analysis which can deliver contextualized and in-depth insights.

Sub-Types of Textual Analysis

While above I have focused on a generalized textual analysis approach, a range of sub-types and offshoots have emerged that focus on specific concepts, often within their own specific theoretical paradigms. Each are outlined below, and where I’ve got a guide, I’ve linked to it in blue:

• Content Analysis : Content analysis is similar to textual analysis, and I would consider it a type of textual analysis, where it’s got a broader understanding of the term ‘text’. In this type, a text is any type of ‘content’, and could be multimodal in nature, such as television advertisements, movies, posters, and so forth. Content analysis can be both qualitative and quantitative, depending on whether it focuses more on the meaning of the content or the frequency of certain words or concepts (Chung & Pennebaker, 2018).
• Discourse Analysis : Emergent specifically from critical and postmodern/ poststructural theories, discourse analysis focuses closely on the use of language within a social context, with the goal of revealing how repeated framing of terms and concepts has the effect of shaping how cultures understand social categories. It considers how texts interact with and shape social norms, power dynamics, ideologies, etc. For example, it might examine how gender is socially constructed as a distinct social category through Disney films. It may also be called ‘critical discourse analysis’.
• Narrative Analysis: This approach is used for analyzing stories and narratives within text. It looks at elements like plot, characters, themes, and the sequence of events to understand how narratives construct meaning.
• Frame Analysis: This approach looks at how events, ideas, and themes are presented or “framed” within a text. It explores how these frames can shape our understanding of the information being presented. While similar to discourse analysis, a frame analysis tends to be less associated with the loaded concept of ‘discourse’ that exists specifically within postmodern paradigms (Smith, 2017).
• Semiotic Analysis: This approach studies signs and symbols, both visual and textual, and could be a good compliment to a content analysis, as it provides the language and understandings necessary to describe how signs make meaning in cultural contexts that we might find with the fields of semantics and pragmatics . It’s based on the theory of semiotics, which is concerned with how meaning is created and communicated through signs and symbols.
• Computational Textual Analysis: In the context of data science or artificial intelligence, this type of analysis involves using algorithms to process large amounts of text. Techniques can include topic modeling, sentiment analysis, word frequency analysis, and others. While being extremely useful for a quantitative analysis of a large dataset of text, it falls short in its ability to provide deep contextualized understandings of words-in-context.

Each of these methods has its strengths and weaknesses, and the choice of method depends on the research question, the type of text being analyzed, and the broader context of the research.

See More Examples of Analysis Here

Strengths and Weaknesses of Textual Analysis

When writing your methodology for your textual analysis, make sure to define not only what textual analysis is, but (if applicable) the type of textual analysis, the features of the text you’re analyzing, and the ways you will code the data. It’s also worth actively reflecting on the potential weaknesses of a textual analysis approach, but also explaining why, despite those weaknesses, you believe this to be the most appropriate methodology for your study.

Chung, C. K., & Pennebaker, J. W. (2018). Textual analysis. In  Measurement in social psychology  (pp. 153-173). Routledge.

Dearing, V. A. (2022).  Manual of textual analysis . Univ of California Press.

McKee, A. (2003). Textual analysis: A beginner’s guide.  Textual analysis , 1-160.

Mayring, P. (2015). Qualitative content analysis: Theoretical background and procedures.  Approaches to qualitative research in mathematics education: Examples of methodology and methods , 365-380. doi: https://doi.org/10.1007/978-94-017-9181-6_13

Metoyer, R., Zhi, Q., Janczuk, B., & Scheirer, W. (2018, March). Coupling story to visualization: Using textual analysis as a bridge between data and interpretation. In  23rd International Conference on Intelligent User Interfaces  (pp. 503-507). doi: https://doi.org/10.1145/3172944.3173007

Smith, J. A. (2017). Textual analysis.  The international encyclopedia of communication research methods , 1-7.

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Home » Textual Analysis – Types, Examples and Guide

Textual Analysis – Types, Examples and Guide

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Textual Analysis

Textual analysis is the process of examining a text in order to understand its meaning. It can be used to analyze any type of text, including literature , poetry, speeches, and scientific papers. Textual analysis involves analyzing the structure, content, and style of a text.

Textual analysis can be used to understand a text’s author, date, and audience. It can also reveal how a text was constructed and how it functions as a piece of communication.

Textual Analysis in Research

Textual analysis is a valuable tool in research because it allows researchers to examine and interpret text data in a systematic and rigorous way. Here are some ways that textual analysis can be used in research:

• To explore research questions: Textual analysis can be used to explore research questions in various fields, such as literature, media studies, and social sciences. It can provide insight into the meaning, interpretation, and communication patterns of text.
• To identify patterns and themes: Textual analysis can help identify patterns and themes within a set of text data, such as analyzing the representation of gender or race in media.
• To evaluate interventions: Textual analysis can be used to evaluate the effectiveness of interventions, such as analyzing the language and messaging of public health campaigns.
• To inform policy and practice: Textual analysis can provide insights that inform policy and practice, such as analyzing legal documents to inform policy decisions.
• To analyze historical data: Textual analysis can be used to analyze historical data, such as letters, diaries, and newspapers, to provide insights into historical events and social contexts.

Textual Analysis in Cultural and Media Studies

Textual analysis is a key tool in cultural and media studies as it enables researchers to analyze the meanings, representations, and discourses present in cultural and media texts. Here are some ways that textual analysis is used in cultural and media studies:

• To analyze representation: Textual analysis can be used to analyze the representation of different social groups, such as gender, race, and sexuality, in media and cultural texts. This analysis can provide insights into how these groups are constructed and represented in society.
• To analyze cultural meanings: Textual analysis can be used to analyze the cultural meanings and symbols present in media and cultural texts. This analysis can provide insights into how culture and society are constructed and understood.
• To analyze discourse: Textual analysis can be used to analyze the discourse present in cultural and media texts. This analysis can provide insights into how language is used to construct meaning and power relations.
• To analyze media content: Textual analysis can be used to analyze media content, such as news articles, TV shows, and films, to understand how they shape our understanding of the world around us.
• To analyze advertising : Textual analysis can be used to analyze advertising campaigns to understand how they construct meanings, identities, and desires.

Textual Analysis in the Social Sciences

Textual analysis is a valuable tool in the social sciences as it enables researchers to analyze and interpret text data in a systematic and rigorous way. Here are some ways that textual analysis is used in the social sciences:

• To analyze interview data: Textual analysis can be used to analyze interview data, such as transcribed interviews, to identify patterns and themes in the data.
• To analyze survey responses: Textual analysis can be used to analyze survey responses to identify patterns and themes in the data.
• To analyze social media data: Textual analysis can be used to analyze social media data, such as tweets and Facebook posts, to identify patterns and themes in the data.
• To analyze policy documents: Textual analysis can be used to analyze policy documents, such as government reports and legislation, to identify discourses and power relations present in the policy.
• To analyze historical data: Textual analysis can be used to analyze historical data, such as letters and diaries, to provide insights into historical events and social contexts.

Textual Analysis in Literary Studies

Textual analysis is a key tool in literary studies as it enables researchers to analyze and interpret literary texts in a systematic and rigorous way. Here are some ways that textual analysis is used in literary studies:

• To analyze narrative structure: Textual analysis can be used to analyze the narrative structure of a literary text, such as identifying the plot, character development, and point of view.
• To analyze language and style: Textual analysis can be used to analyze the language and style used in a literary text, such as identifying figurative language, symbolism, and rhetorical devices.
• To analyze themes and motifs: Textual analysis can be used to analyze the themes and motifs present in a literary text, such as identifying recurring symbols, themes, and motifs.
• To analyze historical and cultural context: Textual analysis can be used to analyze the historical and cultural context of a literary text, such as identifying how the text reflects the social and political context of its time.
• To analyze intertextuality: Textual analysis can be used to analyze the intertextuality of a literary text, such as identifying how the text references or is influenced by other literary works.

Textual Analysis Methods

Textual analysis methods are techniques used to analyze and interpret various types of text, including written documents, audio and video recordings, and online content. These methods are commonly used in fields such as linguistics, communication studies, sociology, psychology, and literature.

Some common textual analysis methods include:

Content Analysis

This involves identifying patterns and themes within a set of text data. This method is often used to analyze media content or other types of written materials, such as policy documents or legal briefs.

Discourse Analysis

This involves examining how language is used to construct meaning in social contexts. This method is often used to analyze political speeches or other types of public discourse.

Critical Discourse Analysis

This involves examining how power and social relations are constructed through language use, particularly in political and social contexts.

Narrative Analysis

This involves examining the structure and content of stories or narratives within a set of text data. This method is often used to analyze literary texts or oral histories.

This involves analyzing the meaning of signs and symbols within a set of text data. This method is often used to analyze advertising or other types of visual media.

Text mining

This involves using computational techniques to extract patterns and insights from large sets of text data. This method is often used in fields such as marketing and social media analysis.

Close Reading

This involves a detailed and in-depth analysis of a particular text, focusing on the language, style, and literary techniques used by the author.

How to Conduct Textual Analysis

Here are some general steps to conduct textual analysis:

• Choose your research question: Define your research question and identify the text or set of texts that you want to analyze.
• F amiliarize yourself with the text: Read and re-read the text, paying close attention to its language, structure, and content. Take notes on key themes, patterns, and ideas that emerge.
• Choose your analytical approach: Select the appropriate analytical approach for your research question, such as close reading, thematic analysis, content analysis, or discourse analysis.
• Create a coding scheme: If you are conducting content analysis, create a coding scheme to categorize and analyze the content of the text. This may involve identifying specific words, themes, or ideas to code.
• Code the text: Apply your coding scheme to the text and systematically categorize the content based on the identified themes or patterns.
• Analyze the data: Once you have coded the text, analyze the data to identify key patterns, themes, or trends. Use appropriate software or tools to help with this process if needed.
• Draw conclusions: Draw conclusions based on your analysis and answer your research question. Present your findings and provide evidence to support your conclusions.
• R eflect on limitations and implications: Reflect on the limitations of your analysis, such as any biases or limitations of the selected method. Also, discuss the implications of your findings and their relevance to the broader research field.

When to use Textual Analysis

Textual analysis can be used in various research fields and contexts. Here are some situations when textual analysis can be useful:

• Understanding meaning and interpretation: Textual analysis can help understand the meaning and interpretation of text, such as literature, media, and social media.
• Analyzing communication patterns: Textual analysis can be used to analyze communication patterns in different contexts, such as political speeches, social media conversations, and legal documents.
• Exploring cultural and social contexts: Textual analysis can be used to explore cultural and social contexts, such as the representation of gender, race, and identity in media.
• Examining historical documents: Textual analysis can be used to examine historical documents, such as letters, diaries, and newspapers.
• Evaluating marketing and advertising campaigns: Textual analysis can be used to evaluate marketing and advertising campaigns, such as analyzing the language, symbols, and imagery used.

Examples of Textual Analysis

Here are a few examples:

• Media Analysis: Textual analysis is frequently used in media studies to examine how news outlets and social media platforms frame and present news stories. Researchers can use textual analysis to examine the language and images used in news articles, tweets, and other forms of media to identify patterns and biases.
• Customer Feedback Analysis: Textual analysis is often used by businesses to analyze customer feedback, such as online reviews or social media posts, to identify common themes and areas for improvement. This allows companies to make data-driven decisions and improve their products or services.
• Political Discourse Analysis: Textual analysis is commonly used in political science to analyze political speeches, debates, and other forms of political communication. Researchers can use this method to identify the language and rhetoric used by politicians, as well as the strategies they employ to appeal to different audiences.
• Literary Analysis: Textual analysis is a fundamental tool in literary criticism, allowing scholars to examine the language, structure, and themes of literary works. This can involve close reading of individual texts or analysis of larger literary movements.
• Sentiment Analysis: Textual analysis is used to analyze social media posts, customer feedback, or other sources of text data to determine the sentiment of the text. This can be useful for businesses or organizations to understand how their brand or product is perceived in the market.

Purpose of Textual Analysis

There are several specific purposes for using textual analysis, including:

• To identify and interpret patterns in language use: Textual analysis can help researchers identify patterns in language use, such as common themes, recurring phrases, and rhetorical devices. This can provide insights into the values and beliefs that underpin the text.
• To explore the cultural context of the text: Textual analysis can help researchers understand the cultural context in which the text was produced, including the historical, social, and political factors that shaped the language and messages.
• To examine the intended and unintended meanings of the text: Textual analysis can help researchers uncover both the intended and unintended meanings of the text, and to explore how the language is used to convey certain messages or values.
• To understand how texts create and reinforce social and cultural identities: Textual analysis can help researchers understand how texts contribute to the creation and reinforcement of social and cultural identities, such as gender, race, ethnicity, and nationality.

Applications of Textual Analysis

Here are some common applications of textual analysis:

Media Studies

Textual analysis is frequently used in media studies to analyze news articles, advertisements, and social media posts to identify patterns and biases in media representation.

Literary Criticism

Textual analysis is a fundamental tool in literary criticism, allowing scholars to examine the language, structure, and themes of literary works.

Political Science

Textual analysis is commonly used in political science to analyze political speeches, debates, and other forms of political communication.

Marketing and Consumer Research

Textual analysis is used to analyze customer feedback, such as online reviews or social media posts, to identify common themes and areas for improvement.

Healthcare Research

Textual analysis is used to analyze patient feedback and medical records to identify patterns in patient experiences and improve healthcare services.

Social Sciences

Textual analysis is used in various fields within social sciences, such as sociology, anthropology, and psychology, to analyze various forms of data, including interviews, field notes, and documents.

Linguistics

Textual analysis is used in linguistics to study language use and its relationship to social and cultural contexts.

Advantages of Textual Analysis

There are several advantages of textual analysis in research. Here are some of the key advantages:

• Systematic and objective: Textual analysis is a systematic and objective method of analyzing text data. It enables researchers to analyze text data in a consistent and rigorous way, minimizing the risk of bias or subjectivity.
• Versatile : Textual analysis can be used to analyze a wide range of text data, including interview transcripts, survey responses, social media data, policy documents, and literary texts.
• Efficient : Textual analysis can be a more efficient method of data analysis compared to manual coding or other methods of qualitative analysis. With the help of software tools, researchers can process large volumes of text data more quickly and accurately.
• Allows for in-depth analysis: Textual analysis enables researchers to conduct in-depth analysis of text data, uncovering patterns and themes that may not be visible through other methods of data analysis.
• Can provide rich insights: Textual analysis can provide rich and detailed insights into complex social phenomena. It can uncover subtle nuances in language use, reveal underlying meanings and discourses, and shed light on the ways in which social structures and power relations are constructed and maintained.

Limitations of Textual Analysis

While textual analysis can provide valuable insights into the ways in which language is used to convey meaning and create social and cultural identities, it also has several limitations. Some of these limitations include:

• Limited Scope : Textual analysis is only able to analyze the content of written or spoken language, and does not provide insights into non-verbal communication such as facial expressions or body language.
• Subjectivity: Textual analysis is subject to the biases and interpretations of the researcher, as well as the context in which the language was produced. Different researchers may interpret the same text in different ways, leading to inconsistencies in the findings.
• Time-consuming: Textual analysis can be a time-consuming process, particularly if the researcher is analyzing a large amount of text. This can be a limitation in situations where quick analysis is necessary.
• Lack of Generalizability: Textual analysis is often used in qualitative research, which means that its findings cannot be generalized to larger populations. This limits the ability to draw conclusions that are applicable to a wider range of contexts.
• Limited Accessibility: Textual analysis requires specialized skills and training, which may limit its accessibility to researchers who are not trained in this method.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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A Quick Guide to Textual Analysis – Definition & Steps

Published by Alvin Nicolas at August 16th, 2021 , Revised On August 29, 2023

Textual analysis is the method of analysing and understanding the text. It includes the close reading of fictional texts, images symbols, and all forms of written literary texts. A researcher needs to look keenly at the text to identify the writer’s context and its message.

What is a Text? 

• A text can be anything from which you can extract any meaning or information.
• A text can be a written book, records, journals, newspapers, magazines, ornaments, objects, emails, or transcribed conversations.
• It also includes analysing events, places, videos, images, or movies to get in-depth knowledge about its creation and purpose.

Why do we Call it a Text?

You might be thinking, why don’t we call it a book, video, or magazine? Why do we call it a  text ?

The word  text means the post-structuralist approach to thinking about the development of meaning.

The Purpose of Textual Analysis

The purpose of your textual analysis depends on the object of your analysis, such as:

• Analysis of a video or movie may aim to determine the target audience, dialogues, cinematography, visual and sound effects, and the message conveyed through his work.
• Analysis of texts and short stories focus on the language, narrative, choice of words, imagery, perception of the writer, and organisation of the text.
• You can analyse a monument based on its architectural history, stories related to it, and visitors’ navigation.
• You can analyse images in terms of the photographer’s creativity, use of a camera, sense of selecting locations, skills of capturing images, etc.
• You can analyse paintings in terms of their artistic level, use of colours, perception of the painters, the message hidden in the image, etc.

Confused between qualitative and quantitative methods of data analysis? No idea what discourse and content analysis are?

We hear you.

• Whether you want a full dissertation written or need help forming a dissertation proposal, we can help you with both.
• Get different dissertation services at ResearchProspect and score amazing grades!

Textual Analysis of Cultural and Media Studies

A researcher uses videos, social media content, newspapers, maps, buildings, advertisements, and images. Textual analysis plays a key role in the fields of cultural and media studies. A researcher aims to analyse, interpret, and analyse the controversial issues and messages embedded within the text and tries to connect them with other texts or events.

These kinds of texts are analysed from the following aspects:

• Content of the texts
• Language and word choice
• Elements of creativity
• Target audience
• Association with other texts or events

It focuses primarily on the creative and qualitative approach of the text. A researcher identifies the context and hidden message of the text.

Textual Analysis in the Social Sciences

It includes the textual analysis of the interview transcripts and surveys, and other media, including TV programs, chats, social media content. It takes a quantitative approach to measure the characteristics and organisation of the text. You can measure the text’s repetitions, types of colours displayed, tone of the speakers, etc.

Content analysis ,  thematic analysis , and  discourse analysis are the most frequent ways to analyse these texts.

Literary Text Analysis

The literary text analysis is breaking a text’s structure and content into smaller parts to seek in-depth understanding. A researcher It includes stories, poetry, plays, novels, plays, and books.

Also read about: Correlational research , a comprehensive guide on its types with examples

It focuses on identifying:

• The association between various individual texts.
• The similarities between the concepts of the two separate texts.
• The relationship between the texts and political, social, aesthetic, economic, or religious contexts.

Frequently Asked Questions

How to describe textual analysis.

Textual analysis examines written, visual, or spoken material to uncover layers of meaning, themes, and patterns. It dissects language, structure, and context to reveal how elements convey messages, ideologies, and cultural insights, often contributing to a deeper understanding of the content’s significance.

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Encyclopedia for Writers

Writing with artificial intelligence, textual analysis – how to engage in textual analysis.

• © 2023 by Jennifer Janechek - University of Iowa

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As a reader, a developing writer, and an informed student and citizen, you need to be able to locate, understand, and critically analyze others’ purposes in communicating information. Being able to identify and articulate the meaning of other writers’ arguments and theses enables you to engage in intelligent, meaningful, and critical knowledge exchanges. Ultimately, regardless of the discipline you choose to participate in,  textual analysis —the summary, contextualization, and interpretation of a writer’s effective or ineffective delivery of their perspective on a topic, statement of thesis, and development of an argument—will be an invaluable skill. Your ability to critically engage in knowledge exchanges—through the analysis of others’ communication—is integral to your success as a student and as a citizen.

Step 1: What Is The Thesis?

In order to learn how to better recognize a thesis in a written text, let’s consider the following argument:

So far, [Google+] does seem better than Facebook, though I’m still a rookie and don’t know how to do even some basic things.

It’s better in design terms, and also much better with its “circles” allowing you to target posts to various groups.

Example: following that high school reunion, the overwhelming majority of my Facebook friends list (which I’m barely rebuilding after my rejoin) are people from my own hometown. None of these people are going to care too much when my new book comes out from Edinburgh. Likewise, not too many of you would care to hear inside jokes about our old high school teachers, or whatever it is we banter about.

Another example: people I know only from exchanging a couple of professional emails with them ask to be Facebook friends. I’ve never met these people and have no idea what they’re really like, even if they seem nice enough on email. Do I really want to add them to my friends list on the same level as my closest friends, brothers, valued colleagues, etc.? Not yet. But then there’s the risk of offending people if you don’t add them. On Google+ you can just drop them in the “acquaintances” circle, and they’ll never know how they’re classified.

But they won’t be getting any highly treasured personal information there, which is exactly the restriction you probably want for someone you’ve never met before.

I also don’t like too many family members on my Facebook friends list, because frankly they don’t need to know everything I’m doing or chatting about with people. But on Google+ this problem will be easily manageable. (Harman)

The first sentence, “[Google+] does seem better than Facebook” (Harman), doesn’t communicate the writer’s position on the topic; it is merely an observation . A position, also called a “claim,” often includes the conjunction “because,” providing a reason why the writer’s observation is unique, meaningful, and critical.https://www.youtube.com/embed/rwSFfnlwtjY?rel=0&feature=youtu.beTherefore, if the writer’s sentence, “[Google+] does seem better than Facebook” (Harman), is simply an observation, then in order to identify the writer’s position, we must find the answer to “because, why?” One such answer can be found in the author’s rhetorical question/answer, “Do I really want to add them to my friends list on the same level as my closest friends, brothers, valued colleagues, etc.? Not yet” (Harman). The writer’s “because, why?” could be “because Google+ allows me to manage old, new, and potential friends and acquaintances using separate circles, so that I’m targeting posts to various, separate groups.” Therefore, the writer’s thesis—their position—could be something like, “Google+ is better than Facebook because its design enables me to manage my friends using separate circles, so that I’m targeting posts to various, separate groups instead of posting the same information for everyone I’ve added to my network.”

In addition to communicating a position on a particular topic, a writer’s thesis outlines what aspects of the topic they will address. Outlining intentions within a thesis is not only acceptable, but also one of a writer’s primary obligations, since the thesis relates their general argument. In a sense, you could think of the thesis as a responsibility to answer the question, “What will you/won’t you be claiming and why?”

To explain this further, let’s consider another example. If someone were to ask you what change you want to see in the world, you probably wouldn’t readily answer “world peace,” even though you (and many others) may want that. Why wouldn’t you answer that way? Because such an answer is far too broad and ambiguous to be logically argued. Although world peace may be your goal, for logic’s sake, you would be better off articulating your answer as “a peaceful solution to the violence currently occurring on the border of southern Texas and Mexico,” or something similarly specific. The distinction between the two answers should be clear: the first answer, “world peace,” is broad, ambiguous, and not a fully developed claim (there wouldn’t be many, if any, people who would disagree with this statement); the second answer is narrower, more specific, and a fully developed claim. It confines the argument to a particular example of violence, but still allows you to address what you want, “world peace,” on a smaller, more manageable, and more logical scale.

Since a writer’s thesis functions as an outline of what they will address in an argument, it is often organized in the same manner as the argument itself. Let’s return to the argument about Google+ for an example. If the author stated their position as suggested—“Google+ is better than Facebook because its design enables me to manage my friends using separate circles, so that I’m targeting posts to various, separate groups instead of posting the same information I’ve added to my network”—we would expect them to first address the similarities and differences between the designs of Google+ and Facebook, and then the reasons why they believe Google+ is a more effective way of sharing information. The organization of their thesis should reflect the overall order of their argument. Such a well-organized thesis builds the foundation for a cohesive and persuasive argument.

Textual Analysis: How is the Argument Structured?

“Textual analysis” is the term writers use to describe a reader’s written explanation of a text. The reader’s textual analysis ought to include a summary of the author’s topic, an analysis or explanation of how the author’s perspective relates to the ongoing conversation about that particular topic, an interpretation of the effectiveness of the author’s argument and thesis , and references to specific components of the text that support his or her analysis or explanation.

An effective argument generally consists of the following components:

• A thesis. Communicates the writer’s position on a particular topic.
• Acknowledgement of opposition. Explains existing objections to the writer’s position.
• Clearly defined premises outlining reasoning. Details the logic of the writer’s position.
• Evidence of validating premises. Proves the writer’s thorough research of the topic.
• A conclusion convincing the audience of the argument’s soundness/persuasiveness. Argues the writer’s position is relevant, logical, and thoroughly researched and communicated.

An effective argument also is specifically concerned with the components involved in researching, framing, and communicating evidence:

• The credibility and breadth of the writer’s research
• The techniques (like rhetorical appeals) used to communicate the evidence (see “The Rhetorical Appeals”)
• The relevance of the evidence as it reflects the concerns and interests of the author’s targeted audience

To identify and analyze a writer’s argument, you must critically read and understand the text in question. Focus and take notes as you read, highlighting what you believe are key words or important phrases. Once you are confident in your general understanding of the text, you’ll need to explain the author’s argument in a condensed summary. One way of accomplishing this is to ask yourself the following questions:

• What topic has the author written about? (Explain in as few words as possible.)
• What is the author’s point of view concerning their topic?
• What has the author written about the opposing point of view? (Where does it appear as though the author is “giving credit” to the opposition?)
• Does the author offer proof (either in reference to another published source or from personal experience) supporting their stance on the topic?
• As a reader, would you say that the argument is persuasive? Can you think of ways to strengthen the argument? Using which evidence or techniques?

Your articulation of the author’s argument will most likely derive from your answers to these questions. Let’s reconsider the argument about Google+ and answer the reflection questions listed above:

The author’s topic is two social networks—Google+ and Facebook.

The author is “for” the new social network Google+.

The author makes a loose allusion to the opposing point of view in the explanation, “I’m still a rookie and don’t know how to do even some basic things” (Harman). (The author alludes to his inexperience and, therefore, the potential for the opposing argument to have more merit.)

Yes, the author offers proof from personal experience, particularly through their first example: “following that high school reunion, the overwhelming majority of my Facebook friends list (which I’m barely rebuilding after my rejoin) are people from my hometown” (Harman). In their second example, they cite that “[o]n Google+ you can just drop [individuals] in the ‘acquaintances’ circle, and they’ll never even know how they’re classified” (Harman) in order to offer even more credible proof, based on the way Google+ operates instead of personal experience.

Yes, I would say that this argument is persuasive, although if I wanted to make it even stronger, I would include more detailed information about the opposing point of view. A balanced argument—one that fairly and thoroughly articulates both sides—is often more respected and better received because it proves to the audience that the writer has thoroughly researched the topic prior to making a judgment in favor of one perspective or another.

Works Cited

Harman, Graham. Object-Oriented Philosophy. WordPress, n.d. Web. 15 May 2012.

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Textual Analysis – Definition, Approaches & Fields

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Textual communication surrounds a large part of the methodology used by researchers to analyze and interpret texts by studying their style, content, structure, purpose, and underlying meaning. Besides analyzing the text, textual analysis gives us a better and more detailed idea of how people communicate and represent their experiences and perspectives through writing. This article will outline the different approaches to textual analysis and in what fields of study it is commonly used.

Inhaltsverzeichnis

• 1 Textual Analysis – In a Nutshell
• 2 Definition: Textual analysis
• 3 What are the approaches to textual analysis?
• 4 Different fields of textual analysis

Textual Analysis – In a Nutshell

• Text can be defined simply as any instance of language in any medium that makes sense to someone who knows the language, e.g., newspaper articles and transcripts of spoken interviews and observations.
• The purpose of textual analysis is to describe the functions, content, and structure of messages contained in a text.
• This type of analysis is used in different fields, including literary studies (where it is most common), social sciences, and cultural and media studies.

Definition: Textual analysis

Textual analysis is a broad term that entails various research methods, which allow to analyze, describe, and interpret the characteristics of a recorded message. There are four main approaches typically used in academic writing. Nevertheless, textual analysis is also used in other fields, such as in cultural and media studies, social sciences, and literary studies.

An example of textual analysis is brand monitoring to determine social opinion on your brand in various contexts.

What are the approaches to textual analysis?

There are four main approaches to textual analysis, which are listed and discussed  below:

1. Rhetorical criticism

Rhetorical criticism is the systematic method of describing, analyzing, interpreting, and evaluating the persuasive force of messages within texts. At its core, rhetorical criticism is simply analyzing the use of rhetoric.

The process of rhetorical criticism has four steps :

• Select the text to study
• Choose the type of rhetorical criticism
• Analyze the chosen text using the chosen method
• Write a critical essay

The process of rhetorical criticism serves essential functions , including:

• Helping in understanding the historical, cultural, and social contexts
• Researchers can use it to evaluate society as a form of social criticism
• Helps illuminate the purpose of persuasive messages
• Teaching people what makes effective persuasion and how persuasion works

2. Content analysis

Content analysis is the analysis of specific message characteristics in a piece of text. It is usually considered unobtrusive since the analyzed texts already exist and are not being produced on request.

Content analysis can be both qualitative and quantitative, as described below:

• Quantitative – A systematic step-by-step procedure used to test hypotheses and answer research questions
• Qualitative – An approach that is more interested in the meanings of messages than the frequency of the occurrence of message variables.

The goals of content analysis include:

• Understanding the intentions of groups and individuals
• Identifying bias and propaganda
• Finding connections in how concepts are communicated
• Identifying communication differences in different contexts

3. Interaction analysis

Interaction analysis is the process of evaluating processes, determining the data requirements of each, and generating a matrix of what data is used by what process.

An interaction analysis involves two general tasks:

• Obtain a sample of interaction : When gathering a sample, the researchers’ choices affect the quality and type of data collected. Their choices determine if the interaction will be natural or structured, whether the location will be in a laboratory or another area, and the exact methods used to collect data.
• Analyzing the sample : Specific analysis of the collected samples will depend on the researchers’ goals and the form of the collected data.

4. Performance Studies

Performance studies is an approach that uses performance as the lens to study the world. There are six primary steps to undertaking a performance study:

Different fields of textual analysis

Textual analysis is a critical component of research in various fields of study, as discussed below.

Textual analysis in cultural and media studies

Researchers in cultural and media studies take media and cultural objects and treat them as texts to be analyzed.

• Media content
• Music videos
• Social media content.

Researchers in this field usually seek to connect contemporary culture and politics with text elements. In this context, the analysis is usually qualitative and creative. The different aspects of a text that a researcher may analyze include:

• The relationship with other relevant texts
• The design elements
• The word choice
• The location of the text
• The intended audience

Textual analysis in social sciences

Textual analysis in the social sciences is usually applied to texts like surveys, interview transcripts, and different media types to draw conclusions about social relations.

In this field, textual analysis usually takes a more quantitative approach, where certain text features’ frequency is measured numerically.

A researcher may investigate which words in a particular language are used most commonly, or which colors feature most in different advertisements aimed at different demographics.

Common methods of analyzing text in this field include discourse analysis, content analysis , and thematic analysis .

Textual analysis in literary studies

One of the most common uses of textual analysis is found in literary studies. Almost all works in this field – poems, plays, stories, novels – involve a comprehensive analysis. As this field deals with literary texts, a greater emphasis is usually placed on deliberately constructed elements such as the narrator’s voice and the rhyming scheme. In understanding these elements, the researcher lends more meaning to the text.

Textual analysis in this field also explores what the text reveals from the perspective through which the text was written, and finds new and unexpected ways to analyze classic pieces of text.

How do you write a textual analysis?

To write this analysis, the writer should analyze the structure, characters, setting, citations of a text, and central idea and themes. Consider the what, who, why, and where of the text you are analyzing.

What are the common approaches to textual analysis?

There are four primary textual analysis approaches:

• Rhetorical criticism
• Content analysis
• Interaction analysis
• Performance studies

What are the key features of textual analysis?

The key features of a textual analysis essay include:

• The summary and context of a text
• A statement of intent
• An explanation of the text’s continuing relevance

Why do we need to analyze texts?

The analysis helps extract a deeper meaning from a specific text and discover different perspectives in context.

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A Step-by-Step Guide to Analysing English Texts (Textual Analysis Examples Included!)

Are you struggling to come up with an analysis for your English texts? There are a lot of steps involved in writing a textual analysis so it might feel a little daunting. You’re probably wondering where to even start! 

Well you’ve clicked on the right article! In this article, we’ll walk you through some easy steps to analyse English texts (with examples included!) so that you’re on your way to acing textual analysis in no time. 

What are you waiting for? Let’s dive in!

Step 1: Understand the Foundations of the Text Step 2: Identify Significant Themes Step 3: Choose Examples and Techniques Step 4: Carry Out Your Analysis Textual Analysis Examples

Step 1: Understand the Foundations of the Text 

The first thing you need to do when completing a textual analysis is to build a strong foundational understanding of the text. This will help you create a more nuanced and complex analysis later on! 

 #1: Make a Plot Summary 

One of the most important things to do is to make sure you understand what’s actually happening in the text! As you read your English text, make chapter/scene summaries with only the super important parts and compile them all together once you finish the text.

Edit this so that you end up with a short 1-2 page summary of the key events in the text. 

If you ever feel confused about what to include in the plot summary, try collaborating with a friend or check out plot summaries online! While it can be tempting to just copy paste online summaries, try to only use them as a reference and still make your own summary so that you understand it better. 

#2: Create Character Profiles

Characterisation is a pretty big part of English analysis and will be super important when analysing texts, so make sure you have a good understanding of the characters in your text! 

The best way to do this is to create character profiles for main characters. Your profile should include your character’s name, background, personality, and any other details that are important to the plot.

You should also include the character’s significance to the overall plot, such as the role they play, how they grow, and their relationships with other key characters . These profiles can also include some important quotes related to the character. 

Feel free to get creative with your character profiles! If you’re a visual learner, you can even add some sketches or pictures of what you think the characters look like! 

Want to see an example of textual analysis? Check out our guide to Mabo (2012) , Rachel Perkins’ 2012 film!

#3: Understand the Context

The context of the text and the composer is a very influential element of textual analysis. It can help you uncover the purpose of the author, the effect of the text, and some of the symbols, metaphors, and deeper meanings hidden in the text, which will allow you to formulate stronger arguments during your analysis. 

When you’re studying your text, the best way to contextualise it is to make note of the setting of the story including when and where it’s set.

Next, before reading or watching the text, do some research into the time period and country/place it’s set in. Take some notes about the social, political, cultural, and economic circumstances of that time and place. 

Now, do the same thing but with the context of the composer. Check out some author/director biographies and write down their background, when and where they lived, and how this might affect their perspective when composing the text. 

Step 2: Identify Significant Themes

Now that we have a good understanding of the text, it’s time to dig a little deeper! 

Literary themes are the underlying main ideas of a text. Themes are a lot more complex and sophisticated than the overall plot and narrative events of the text.

This is why it’s super important to look closely at literary themes! They can help provide structure and depth to your English analysis. 

Some easy ways to identify themes in English texts include exploring the language used, making note of characters and the plot, and looking out for motifs and symbols, which are images and ideas that appear repeatedly throughout the text. These can give you a good sense of what the composer is trying to express, which will help you identify key themes within the text. 

Some common literary themes interrogated by texts might include: 

• Coming of age
• Appearance VS Reality
• Good VS Evil

Step 3: Choose Examples and Techniques

You’re almost ready to jump into writing a comprehensive analysis! The only thing left to do is to choose your examples and techniques. 

Your examples are basically the evidence to support your argument, so it’s really important to choose strong and relevant examples! 

Quotes are typically what you use as examples in essays — check out our guide to finding quotes and using them in your writing !

When you’re choosing your examples, make sure you’re able to identify techniques within the example. Techniques help you to dig deeper into the meaning of the text that the composer’s trying to express and will really strengthen your argument!

Try to come up with at least two techniques for each example so that you can build a sophisticated and solid analysis.

If you’re finding it a bit tricky to identify techniques, check out our literary techniques cheat sheet , and our visual techniques cheat sheet!

The best way to organise your examples and techniques before starting any essays, exams or other assessments, is to write up a TEE (Technique, Example and Effect) Table. By creating a TEE Table, you’re practically breaking down an English paragraph into three columns, which are super easy to fill out.

This way, when you get around to carrying out your analysis during exams or assessments, you’ll know exactly which examples and techniques you want to use to support your thesis! 

Need help making your TEE Table? Read more about how to use a TEE Table !

Step 4: Carry Out Your Textual Analysis  

Once you’ve picked out your example and technique, it’s time to put it all together! 

Make sure to focus your analysis on supporting your overall argument or thesis . As you analyse examples and techniques, flesh out their effects and emphasise on how they prove your point. 

Think about what the composer’s purpose is, how these techniques and examples achieve this purpose , and most importantly, how readers or viewers respond to the text. 

Let’s take a look at an analysis of Macbeth as an example.  Rather than a simple statement like this:

Macbeth highlights the destructive impact of guilt and ambition through Lady Macbeth’s use of a rhyming couplet “ ’tis safer to be that which we destroy/than by destruction dwell in doubtful joy,”. This is further interrogated through the motif of sleep, as Macbeth says “ “ ere we will eat our meal in fear, and sleep… terrible dreams… the torture of the mind to lie ”.

Our analysis should expand on how the examples and techniques support the thesis. This will look more like this: 

If you’re looking for some help to carry out your analysis and write an essay , take a look at our tips for writing a TEEL , PEEL , STEEL or PETAL paragraph! We also have expert English Tutors across Sydney and online who can support you with analysing English texts in your own home, online or at our Hornsby or Hills Campus. 

Textual Analysis Examples

We’ve walked you through a step-by-step guide to analysing English texts, including understanding the plot, identifying themes, and choosing examples and techniques. Apply these to your English texts and you’ll be acing your analysis in no time! 

You can also check out the range of texts we’ve covered below to give you a better understanding of how to analyse specific texts:

Prose Jane Eyre Lord of the Flies All the Light We Cannot See The Curious Incident of the Dog in the Night Time Frankenstein To Kill a Mockingbird Pride and Prejudice Past the Shallows Things Fall Apart Mrs Dalloway One Flew Over the Cuckoo’s Nest 1984 Jasper Jones The Book Thief In Cold Blood The Union Buries its Dead The Great Gatsby Fahrenheit 451 Hag-Seed Burial Rites Never Let Me Go Like a House on Fire The Pedestrian Ransom The Stranger After Darkness

Poetry The Hollow Men A Birthday Present by Sylvia Plath Poetry by Keats Nick and the Candlestick by Sylvia Plath Journey of the Magi by T.S. Eliot I felt a Funeral, in my Brain, by Emily Dickinson Rhapsody on a Windy Night by T.S. Eliot Fever 103 by Sylvia Plath Wild Grapes by Kenneth Slessor

Non-Fiction and Media I Am Malala Persepolis Frank Hurley

Drama The Crucible Pygmalion King Lear Romeo and Juliet Hamlet The Tempest Macbeth King Henry IV Part 1 Othello The Merchant of Venice Much Ado About Nothing The 7 Stages of Grieving Shafana and Aunt Sarrinah Photograph 51 Così Away

Film Run Lola Run Amélie Billy Elliot Blade Runner Bright Star The Truman Show Mabo Good Night, and Good Luck. Rear Window Howl’s Moving Castle

Wondering how to analyse visual texts? Check out our guide !

Looking for help finding and analysing your related text?  We have the perfect guide for you!

Are you looking for some extra help with English textual analysis?

We pride ourselves on our inspirational english coaches and mentors.

We offer tutoring and mentoring for Years K-12 in a large variety of subjects, with personalised lessons conducted one-on-one in your home or at one of our state of the art campuses in Hornsby or the Hills! We have English tutors located in the Hills District and across the broader Sydney area who can help!

To find out more and get started with an inspirational tutor and mentor  get in touch today! 

Give us a ring on 1300 267 888, email us at  [email protected]  or check us out on  TikTok !

Maitreyi Kulkarni  is a Content Writer at Art of Smart Education and is currently studying a Bachelor of Media and Communications (Public Relations and Social Media) at Macquarie University. She loves writing just about anything from articles to poetry, and has also had one of her articles published with the ABC. When she’s not writing up a storm, she can be found reading, bingeing sitcoms, or playing the guitar.

• Topics: ✍️ Learn , ✏️ English

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• Critical Discourse Analysis | Definition, Guide & Examples

Critical Discourse Analysis | Definition, Guide & Examples

Published on August 23, 2019 by Amy Luo . Revised on June 22, 2023.

Critical discourse analysis (or discourse analysis) is a research method for studying written or spoken language in relation to its social context. It aims to understand how language is used in real life situations.

When you conduct discourse analysis, you might focus on:

• The purposes and effects of different types of language
• Cultural rules and conventions in communication
• How values, beliefs and assumptions are communicated
• How language use relates to its social, political and historical context

Discourse analysis is a common qualitative research method in many humanities and social science disciplines, including linguistics, sociology, anthropology, psychology and cultural studies.  

Table of contents

What is discourse analysis used for, how is discourse analysis different from other methods, how to conduct discourse analysis, other interesting articles.

Conducting discourse analysis means examining how language functions and how meaning is created in different social contexts. It can be applied to any instance of written or oral language, as well as non-verbal aspects of communication such as tone and gestures.

Materials that are suitable for discourse analysis include:

• Books, newspapers and periodicals
• Marketing material, such as brochures and advertisements
• Business and government documents
• Websites, forums, social media posts and comments
• Interviews and conversations

By analyzing these types of discourse, researchers aim to gain an understanding of social groups and how they communicate.

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Unlike linguistic approaches that focus only on the rules of language use, discourse analysis emphasizes the contextual meaning of language.

It focuses on the social aspects of communication and the ways people use language to achieve specific effects (e.g. to build trust, to create doubt, to evoke emotions, or to manage conflict).

Instead of focusing on smaller units of language, such as sounds, words or phrases, discourse analysis is used to study larger chunks of language, such as entire conversations, texts, or collections of texts. The selected sources can be analyzed on multiple levels.

Discourse analysis is a qualitative and interpretive method of analyzing texts (in contrast to more systematic methods like content analysis ). You make interpretations based on both the details of the material itself and on contextual knowledge.

There are many different approaches and techniques you can use to conduct discourse analysis, but the steps below outline the basic structure you need to follow. Following these steps can help you avoid pitfalls of confirmation bias that can cloud your analysis.

Step 1: Define the research question and select the content of analysis

To do discourse analysis, you begin with a clearly defined research question . Once you have developed your question, select a range of material that is appropriate to answer it.

Discourse analysis is a method that can be applied both to large volumes of material and to smaller samples, depending on the aims and timescale of your research.

Step 2: Gather information and theory on the context

Next, you must establish the social and historical context in which the material was produced and intended to be received. Gather factual details of when and where the content was created, who the author is, who published it, and whom it was disseminated to.

As well as understanding the real-life context of the discourse, you can also conduct a literature review on the topic and construct a theoretical framework to guide your analysis.

Step 3: Analyze the content for themes and patterns

This step involves closely examining various elements of the material – such as words, sentences, paragraphs, and overall structure – and relating them to attributes, themes, and patterns relevant to your research question.

Step 4: Review your results and draw conclusions

Once you have assigned particular attributes to elements of the material, reflect on your results to examine the function and meaning of the language used. Here, you will consider your analysis in relation to the broader context that you established earlier to draw conclusions that answer your research question.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Measures of central tendency
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Thematic analysis
• Cohort study
• Peer review
• Ethnography

Research bias

• Implicit bias
• Cognitive bias
• Conformity bias
• Hawthorne effect
• Availability heuristic
• Attrition bias
• Social desirability bias

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Literature Review: What Is Textual Analysis, and Can We Use It to Measure Corporate Culture?

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The textual analysis approach also sometimes referred to as content analysis, computational linguistics, information retrieval, natural language processing, etc., refers to the systematic and objective quantification of the semantic content contained in a body of text. This notion of the parsing text to discover patterns allows for the unearthing of valuable information in text and has a long history and has been applied in many different contexts and disciplines.

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In later work, Bodnaruk et al. ( 2015 ) adopt a similar methodology to that used in Loughran and McDonald ( 2011 ) and propose “constraining” words, which are those words that suggest some financial constraint, for inclusion in the Loughran and McDonald word list.

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Harris, T. (2023). Literature Review: What Is Textual Analysis, and Can We Use It to Measure Corporate Culture?. In: Competition Culture and Corporate Finance. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-30156-8_3

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• Comparative Analysis

What It Is and Why It's Useful

Comparative analysis asks writers to make an argument about the relationship between two or more texts. Beyond that, there's a lot of variation, but three overarching kinds of comparative analysis stand out:

• Coordinate (A ↔ B): In this kind of analysis, two (or more) texts are being read against each other in terms of a shared element, e.g., a memoir and a novel, both by Jesmyn Ward; two sets of data for the same experiment; a few op-ed responses to the same event; two YA books written in Chicago in the 2000s; a film adaption of a play; etc. 
• Subordinate (A  → B) or (B → A ): Using a theoretical text (as a "lens") to explain a case study or work of art (e.g., how Anthony Jack's The Privileged Poor can help explain divergent experiences among students at elite four-year private colleges who are coming from similar socio-economic backgrounds) or using a work of art or case study (i.e., as a "test" of) a theory's usefulness or limitations (e.g., using coverage of recent incidents of gun violence or legislation un the U.S. to confirm or question the currency of Carol Anderson's The Second ).
• Hybrid [A  → (B ↔ C)] or [(B ↔ C) → A] , i.e., using coordinate and subordinate analysis together. For example, using Jack to compare or contrast the experiences of students at elite four-year institutions with students at state universities and/or community colleges; or looking at gun culture in other countries and/or other timeframes to contextualize or generalize Anderson's main points about the role of the Second Amendment in U.S. history.

"In the wild," these three kinds of comparative analysis represent increasingly complex—and scholarly—modes of comparison. Students can of course compare two poems in terms of imagery or two data sets in terms of methods, but in each case the analysis will eventually be richer if the students have had a chance to encounter other people's ideas about how imagery or methods work. At that point, we're getting into a hybrid kind of reading (or even into research essays), especially if we start introducing different approaches to imagery or methods that are themselves being compared along with a couple (or few) poems or data sets.

Why It's Useful

In the context of a particular course, each kind of comparative analysis has its place and can be a useful step up from single-source analysis. Intellectually, comparative analysis helps overcome the "n of 1" problem that can face single-source analysis. That is, a writer drawing broad conclusions about the influence of the Iranian New Wave based on one film is relying entirely—and almost certainly too much—on that film to support those findings. In the context of even just one more film, though, the analysis is suddenly more likely to arrive at one of the best features of any comparative approach: both films will be more richly experienced than they would have been in isolation, and the themes or questions in terms of which they're being explored (here the general question of the influence of the Iranian New Wave) will arrive at conclusions that are less at-risk of oversimplification.

For scholars working in comparative fields or through comparative approaches, these features of comparative analysis animate their work. To borrow from a stock example in Western epistemology, our concept of "green" isn't based on a single encounter with something we intuit or are told is "green." Not at all. Our concept of "green" is derived from a complex set of experiences of what others say is green or what's labeled green or what seems to be something that's neither blue nor yellow but kind of both, etc. Comparative analysis essays offer us the chance to engage with that process—even if only enough to help us see where a more in-depth exploration with a higher and/or more diverse "n" might lead—and in that sense, from the standpoint of the subject matter students are exploring through writing as well the complexity of the genre of writing they're using to explore it—comparative analysis forms a bridge of sorts between single-source analysis and research essays.

Typical learning objectives for single-sources essays: formulate analytical questions and an arguable thesis, establish stakes of an argument, summarize sources accurately, choose evidence effectively, analyze evidence effectively, define key terms, organize argument logically, acknowledge and respond to counterargument, cite sources properly, and present ideas in clear prose.

Common types of comparative analysis essays and related types: two works in the same genre, two works from the same period (but in different places or in different cultures), a work adapted into a different genre or medium, two theories treating the same topic; a theory and a case study or other object, etc.

How to Teach It: Framing + Practice

Framing multi-source writing assignments (comparative analysis, research essays, multi-modal projects) is likely to overlap a great deal with "Why It's Useful" (see above), because the range of reasons why we might use these kinds of writing in academic or non-academic settings is itself the reason why they so often appear later in courses. In many courses, they're the best vehicles for exploring the complex questions that arise once we've been introduced to the course's main themes, core content, leading protagonists, and central debates.

For comparative analysis in particular, it's helpful to frame assignment's process and how it will help students successfully navigate the challenges and pitfalls presented by the genre. Ideally, this will mean students have time to identify what each text seems to be doing, take note of apparent points of connection between different texts, and start to imagine how those points of connection (or the absence thereof)

• complicates or upends their own expectations or assumptions about the texts
• complicates or refutes the expectations or assumptions about the texts presented by a scholar
• confirms and/or nuances expectations and assumptions they themselves hold or scholars have presented
• presents entirely unforeseen ways of understanding the texts

—and all with implications for the texts themselves or for the axes along which the comparative analysis took place. If students know that this is where their ideas will be heading, they'll be ready to develop those ideas and engage with the challenges that comparative analysis presents in terms of structure (See "Tips" and "Common Pitfalls" below for more on these elements of framing).

Like single-source analyses, comparative essays have several moving parts, and giving students practice here means adapting the sample sequence laid out at the " Formative Writing Assignments " page. Three areas that have already been mentioned above are worth noting:

• Gathering evidence : Depending on what your assignment is asking students to compare (or in terms of what), students will benefit greatly from structured opportunities to create inventories or data sets of the motifs, examples, trajectories, etc., shared (or not shared) by the texts they'll be comparing. See the sample exercises below for a basic example of what this might look like.
• Why it Matters: Moving beyond "x is like y but also different" or even "x is more like y than we might think at first" is what moves an essay from being "compare/contrast" to being a comparative analysis . It's also a move that can be hard to make and that will often evolve over the course of an assignment. A great way to get feedback from students about where they're at on this front? Ask them to start considering early on why their argument "matters" to different kinds of imagined audiences (while they're just gathering evidence) and again as they develop their thesis and again as they're drafting their essays. ( Cover letters , for example, are a great place to ask writers to imagine how a reader might be affected by reading an their argument.)
• Structure: Having two texts on stage at the same time can suddenly feel a lot more complicated for any writer who's used to having just one at a time. Giving students a sense of what the most common patterns (AAA / BBB, ABABAB, etc.) are likely to be can help them imagine, even if provisionally, how their argument might unfold over a series of pages. See "Tips" and "Common Pitfalls" below for more information on this front.

Sample Exercises and Links to Other Resources

• Common Pitfalls
• Advice on Timing
• Try to keep students from thinking of a proposed thesis as a commitment. Instead, help them see it as more of a hypothesis that has emerged out of readings and discussion and analytical questions and that they'll now test through an experiment, namely, writing their essay. When students see writing as part of the process of inquiry—rather than just the result—and when that process is committed to acknowledging and adapting itself to evidence, it makes writing assignments more scientific, more ethical, and more authentic. 
• Have students create an inventory of touch points between the two texts early in the process.
• Ask students to make the case—early on and at points throughout the process—for the significance of the claim they're making about the relationship between the texts they're comparing.
• For coordinate kinds of comparative analysis, a common pitfall is tied to thesis and evidence. Basically, it's a thesis that tells the reader that there are "similarities and differences" between two texts, without telling the reader why it matters that these two texts have or don't have these particular features in common. This kind of thesis is stuck at the level of description or positivism, and it's not uncommon when a writer is grappling with the complexity that can in fact accompany the "taking inventory" stage of comparative analysis. The solution is to make the "taking inventory" stage part of the process of the assignment. When this stage comes before students have formulated a thesis, that formulation is then able to emerge out of a comparative data set, rather than the data set emerging in terms of their thesis (which can lead to confirmation bias, or frequency illusion, or—just for the sake of streamlining the process of gathering evidence—cherry picking). 
• For subordinate kinds of comparative analysis , a common pitfall is tied to how much weight is given to each source. Having students apply a theory (in a "lens" essay) or weigh the pros and cons of a theory against case studies (in a "test a theory") essay can be a great way to help them explore the assumptions, implications, and real-world usefulness of theoretical approaches. The pitfall of these approaches is that they can quickly lead to the same biases we saw here above. Making sure that students know they should engage with counterevidence and counterargument, and that "lens" / "test a theory" approaches often balance each other out in any real-world application of theory is a good way to get out in front of this pitfall.
• For any kind of comparative analysis, a common pitfall is structure. Every comparative analysis asks writers to move back and forth between texts, and that can pose a number of challenges, including: what pattern the back and forth should follow and how to use transitions and other signposting to make sure readers can follow the overarching argument as the back and forth is taking place. Here's some advice from an experienced writing instructor to students about how to think about these considerations:

a quick note on STRUCTURE

     Most of us have encountered the question of whether to adopt what we might term the “A→A→A→B→B→B” structure or the “A→B→A→B→A→B” structure.  Do we make all of our points about text A before moving on to text B?  Or do we go back and forth between A and B as the essay proceeds?  As always, the answers to our questions about structure depend on our goals in the essay as a whole.  In a “similarities in spite of differences” essay, for instance, readers will need to encounter the differences between A and B before we offer them the similarities (A d →B d →A s →B s ).  If, rather than subordinating differences to similarities you are subordinating text A to text B (using A as a point of comparison that reveals B’s originality, say), you may be well served by the “A→A→A→B→B→B” structure.  

     Ultimately, you need to ask yourself how many “A→B” moves you have in you.  Is each one identical?  If so, you may wish to make the transition from A to B only once (“A→A→A→B→B→B”), because if each “A→B” move is identical, the “A→B→A→B→A→B” structure will appear to involve nothing more than directionless oscillation and repetition.  If each is increasingly complex, however—if each AB pair yields a new and progressively more complex idea about your subject—you may be well served by the “A→B→A→B→A→B” structure, because in this case it will be visible to readers as a progressively developing argument.

As we discussed in "Advice on Timing" at the page on single-source analysis, that timeline itself roughly follows the "Sample Sequence of Formative Assignments for a 'Typical' Essay" outlined under " Formative Writing Assignments, " and it spans about 5–6 steps or 2–4 weeks. 

Comparative analysis assignments have a lot of the same DNA as single-source essays, but they potentially bring more reading into play and ask students to engage in more complicated acts of analysis and synthesis during the drafting stages. With that in mind, closer to 4 weeks is probably a good baseline for many single-source analysis assignments. For sections that meet once per week, the timeline will either probably need to expand—ideally—a little past the 4-week side of things, or some of the steps will need to be combined or done asynchronously.

What It Can Build Up To

Comparative analyses can build up to other kinds of writing in a number of ways. For example:

• They can build toward other kinds of comparative analysis, e.g., student can be asked to choose an additional source to complicate their conclusions from a previous analysis, or they can be asked to revisit an analysis using a different axis of comparison, such as race instead of class. (These approaches are akin to moving from a coordinate or subordinate analysis to more of a hybrid approach.)
• They can scaffold up to research essays, which in many instances are an extension of a "hybrid comparative analysis."
• Like single-source analysis, in a course where students will take a "deep dive" into a source or topic for their capstone, they can allow students to "try on" a theoretical approach or genre or time period to see if it's indeed something they want to research more fully.
• DIY Guides for Analytical Writing Assignments

• Types of Assignments
• Unpacking the Elements of Writing Prompts
• Formative Writing Assignments
• Single-Source Analysis
• Research Essays
• Multi-Modal or Creative Projects
• Giving Feedback to Students

Assignment Decoder