From Text to Image: Shaping a Visual Grounded Theory Methodology

Günter Mey, Marc Dietrich


Qualitative social and cultural research increasingly engages with visual data. Starting from the "all is data" premise of grounded theory methodology (GTM), in this article we offer a general framework for the realization of a visual grounded theory methodology. Referring to exploratory visual methods based on objective hermeneutics, the documentary method, and segment analysis as well as existing GTM discourses, we discuss how this text-centered procedure can be applied to visual data. We focus on the (re)formulation of procedural steps such as inventory, segmentation, coding/building of categories including memo writing and sampling to the examination of images in relation to GTM logic.



grounded theory methodology; pictorial turn; image analysis; documentary method; objective hermeneutics; segment analysis; visual data

Copyright (c) 2016 Günter Mey

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