A Grounded Theory Analysis

Abstract

Grounded theory methodology is a qualitative approach that allows researchers to set aside previous research and focus only on the project at hand. The previous research is then used to help give context to the findings. It is gaining use, but is still rare, in journalism and mass communications research. Using grounded theory methodology, the authors seek to contribute to theory that addresses the representation of Hillary Clinton during her public life and trailblazing political career. News stories about Clinton broadcast on the three major TV networks—ABC, CBS, and NBC—from 1993 to 2008 are examined. The authors find that two primary representations emerge: Clinton as an innovator and Clinton as voiceless. Voiceless is an inherently negative representation, and although innovator is a positive theme, the news media tended to focus on representations of Clinton in negative stories.

Influencer Marketing in the Growth Hacking strategy of digital brands

“…Therefore, the research presented in this article has an exploratory character and a qualitative approach (Taylor and Bogdan, 1984;Ruiz, 2012), and opts for the methodology of analysis of the Grounded Theory, which allows for the development of a theory based on data that has been collected and analysed systematically. This approach has been applied in social sciences, and especially in studies related to communications in recent phenomena (Serrano, 2017;Cassany, 2016;Estanyol, 2014;Tucker-McLaughlin and Campbell, 2012).…”

Mediatizing Secular State

“…In recent years, more media studies have appeared based on the methodology of the grounded theory (Hijmans & Peters, 2009;Neumaier, 2015;V. B. Martin, 2008;Tucker-McLaughlin & Campbell, 2012). In their case, it mainly concerned material obtained from conversations and in-depth interviews.…”