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	การวิเคราะห์สัญญะภาคสนามเชิงชาติพันธุ์วรรณนา (Field-based Semiotic Analysis	การวิเคราะห์วาทกรรม
สาขาวิชา	เชิงคุณภาพ	การวิจัยเชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1980s–1990s (systematic field application)	1989 (Fairclough); 1987 (Potter & Wetherell)
ผู้ริเริ่ม	Developed from Ferdinand de Saussure's semiology and Charles S. Peirce's semiotics; applied to fieldwork by Hodge & Kress (social semiotics) and later multimodal theorists	Norman Fairclough; Jonathan Potter and Margaret Wetherell
ประเภท	Qualitative interpretive approach	Method
แหล่งต้นตำรับ	Hodge, R., & Kress, G. (1988). Social Semiotics. Polity Press. ISBN: 978-0745600635	Fairclough, N. (1989). Language and power. Longman.
ชื่อเรียกอื่น	semiotic fieldwork, ethnographic semiotics, field semiotics, social semiotics in the field	DA, Critical Discourse Analysis, Discursive Analysis
ที่เกี่ยวข้อง	4	2
สรุป	Field-based semiotic analysis is a qualitative approach that combines sustained fieldwork observation with systematic semiotic analysis of signs, symbols, and meaning-making practices encountered in a natural setting. Drawing on the social semiotic tradition of Hodge and Kress, the researcher enters a social field, records its multimodal sign systems — including visual, spatial, gestural, and textual elements — and interprets how participants use and negotiate signs to construct social meanings.	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.