Extracted image analysis

A technique for deciphering mediated portrayals

Bibliographic Data

ID15217832
AuthorsDale H Berg (University of Manitoba, corresponding author), LaDawn Block Coutts
Year1995
Volume16
Issue2
Pages179-189
Publication date1995-03-01
Open AccessNo
TypeARTICLE
VenueHealth Care For Women International (JOURNAL)
Journal identifiersISSN: 0739-9332 • E-ISSN: 1096-4665
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/07399339509516168
PMID7759348
OpenAlexW1997689249
LanguageEN
References cited13

A technique for analyzing print media that we have developed as a consequence of our interest in the portrayal of women in menstrual product advertising is reported. The technique, which we call extracted image analysis, involves a unique application of grounded theory and the concomitant heuristic use of the concept of ideal type (Weber, 1958). It provides a means of heuristically conceptualizing the answer to a variant of the "What is going on here?" question asked in analysis of print communication, that is, "Who is being portrayed/addressed here?" Extracted image analysis involves the use of grounded theory to develop ideal typologies. Because the technique re-constructs the ideal types embedded in a communication, it possesses considerable potential as a means of identifying the profiles of members of identifiable groups held by the producers of the directed messages. In addition, the analysis of such portrayals over time would be particularly well suited to extracted image analysis. A number of other possible applications are also suggested

Advertising · Business · Data science · Epistemology · Grounded theory · Heuristic · Ideal (ethics · Image (mathematics · Information retrieval · Product (mathematics · Qualitative research · Social science · Sociology · Computer Science · Mathematics · Media, Gender, and Advertising · Psychology · Social Psychology · Artificial Intelligence

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