Сравнение методов

	Интерпретативный визуальный анализ	Дискурс-анализ
Область	Качественные методы	Качественные исследования
Семейство	Process / pipeline	Process / pipeline
Год появления	Late 20th century; Rose's visual methodologies framework developed 2001 onward	1989 (Fairclough); 1987 (Potter & Wetherell)
Автор метода	Gillian Rose (systematic framework); Roland Barthes (semiotic foundations)	Norman Fairclough; Jonathan Potter and Margaret Wetherell
Тип	Qualitative interpretive research approach	Method
Основополагающий источник	Rose, G. (2016). Visual Methodologies: An Introduction to Researching with Visual Materials (4th ed.). Sage. ISBN: 978-1473925038	Fairclough, N. (1989). Language and power. Longman.
Другие названия	visual hermeneutics, interpretive image analysis, IVA, hermeneutic visual analysis	DA, Critical Discourse Analysis, Discursive Analysis
Связанные	6	2
Сводка	Interpretive visual analysis is a qualitative approach that applies an interpretivist epistemological stance to the systematic examination of visual materials — photographs, film, artwork, diagrams, and other images. Rather than coding surface features, it treats images as socially situated texts whose meanings are constructed through cultural context, viewer positionality, and the conditions of production and circulation. The approach draws on hermeneutics, semiotics, and critical social theory to surface layered meanings that visual data carry.	Discourse analysis is a qualitative research methodology that examines how language, communication, and power shape meaning, identity, and social reality. Developed across linguistics, sociology, and psychology (particularly by Norman Fairclough and Jonathan Potter), discourse analysis goes beyond content to analyze language use as a social practice that constitutes and reflects power relations, ideologies, and social structures.