השוואת שיטות

	ניתוח מטאפורות דיגיטליות	ניתוח סמיוטי
תחום	איכותני	איכותני
משפחה	Process / pipeline	Process / pipeline
שנת המקור	2000s–2010s (digital application)	Late 19th–early 20th century (Saussure ~1906–1911; Peirce ~1867–1914); systematic application in social research from the 1960s
הוגה השיטה	Rooted in Lakoff & Johnson (1980); extended to digital contexts by corpus and computational linguists from the 2000s onward	Ferdinand de Saussure (structural semiology); Charles Sanders Peirce (semiotic triads); Roland Barthes (applied cultural semiotics)
סוג	Qualitative–interpretive analysis	Qualitative research method
מקור מכונן	Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013	Barthes, R. (1967). Elements of Semiology (trans. A. Lavers & C. Smith). Hill and Wang.
כינויים	online metaphor analysis, digital metaphor research, metaphor analysis of digital texts, DMA	semiotics, sign analysis, structural semiotics, semiological analysis
קשורות	5	6
תקציר	Digital Metaphor Analysis (DMA) is a qualitative research approach that identifies, maps, and interprets conceptual metaphors embedded in digital texts — social media posts, online forums, blogs, comment sections, and other internet-mediated communication. Drawing on Conceptual Metaphor Theory (Lakoff and Johnson 1980), it examines how users frame abstract ideas (identity, politics, health, crisis) through systematic metaphorical mappings, revealing shared conceptual structures and ideological orientations within online discourse communities.	Semiotic analysis is a qualitative method for interpreting how signs — words, images, sounds, gestures, and objects — produce and communicate meaning within a cultural context. Drawing on the structural linguistics of Ferdinand de Saussure and the triadic sign theory of Charles Sanders Peirce, and popularised as a research tool by Roland Barthes, semiotics moves beyond surface denotation to expose the connotative and ideological meanings embedded in texts and visual culture.