Outlining Cultural Qualitative Content Analysis


  • Stefan Bauernschmidt Universität Bayreuth




cultural qualitative content analysis, qualitative content analysis, interpretative research, cultural- and object-theoretical frame of reference, interpretative methodology, process generated data, connotative material, multiple connotations


In this article I propose an independent research method within the field of qualitative content analysis: cultural qualitative content analysis. By outlining the underlying conceptual and methodological framework, I illustrate the independence of the method under consideration. To demonstrate its applicability, I examine the subject-matter of cultural qualitative content analysis from a substantive perspective: what is analyzed when studying communication? In order to answer this question, it is necessary to make certain cultural assumptions which fundamentally determine what the subject-matter of the research should be, and thus how to generate appropriate empirical data. Closely related to this theoretical reference are methodological clarifications: how to structure cultural qualitative content analysis to enable the investigation of multiple connotations as genuine subject-matter of the research? Drawing on a specific observation-leading vocabulary (semiotic concept of culture, dialogical, situational-interactive concept of communication, concept of meaningful context), I elaborate on the communication process and the content of communication, as well as on the methodological implications for researchers using cultural qualitative content analysis: proceeding in line with the principles of openness, context-sensitivity and multiperspectivity.


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Author Biography

Stefan Bauernschmidt, Universität Bayreuth

Dr. Stefan BAUERNSCHMIDT ist Lehrbeauftragter am Lehrstuhl für Kultur- und Religionssoziologie an der Universität Bayreuth. Zu seinen Forschungsschwerpunkten zählen Kultur-, Wissens- und visuelle Soziologie, Kultur- und Sozialtheorie, Methoden der qualitativen und quantitativen Sozialforschung (insbesondere kulturwissenschaftliche Inhaltsanalyse sowie Analyse visueller Gattungen) und prozessgenerierte Daten.



How to Cite

Bauernschmidt, S. (2020). Outlining Cultural Qualitative Content Analysis. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 21(1). https://doi.org/10.17169/fqs-21.1.3441



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