Embodiment and Materialization in "Neutral" Materials: Using Audio-Visual Analysis to Discern Social Representations

Anna Hedenus


The use of audio-visual media puts bodies literally in focus, but there is as yet surprisingly little in the methodology literature about how to analyze the body in this kind of material. The aim of this article is to illustrate how qualitative audio-visual analysis, focusing on embodiment and materialization, may be used to discern social representations; this is of especial interest when studying materials which have an explicit ambition to achieve "neutrality" without reference to certain kinds of bodies. Filmed occupational descriptions—produced by the Swedish Employment Agency (SEA)—are analyzed and discussed. The examples presented in the article illustrate how various forms of audio-visual analysis—content analysis, sequential analysis and narrative analysis—can be used to reveal how social representations of occupations and practitioners are embodied and materialized in these films.

URN: http://nbn-resolving.de/urn:nbn:de:0114-fqs160139


audio-visual analysis; content analysis; embodiment; materialization; narrative analysis; occupational descriptions; sequential analysis; social representations; stereotypes

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DOI: http://dx.doi.org/10.17169/fqs-17.1.2404

Copyright (c) 2015 Anna Hedenus

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