Порівняння методів

	Візуальний аналіз	Контент-аналіз	Дискурс-аналіз	Аналіз документів	Етнографія
Галузь	Якісні методи	Якісні методи	Якісні дослідження	Якісні дослідження	Якісні методи
Родина	Process / pipeline	Process / pipeline	Process / pipeline	Process / pipeline	Process / pipeline
Рік появи	Formalized in social sciences from the 1980s–2000s	Systematised through Krippendorff's methodology work; 4th edition 2018	1989 (Fairclough); 1987 (Potter & Wetherell)	1920	c. 1922 (Malinowski's Argonauts of the Western Pacific)
Автор методу	Roots in art history and semiotics (Panofsky, Barthes); social science applications developed by Gillian Rose and Marcus Banks	Klaus Krippendorff (systematic formulation); roots in early 20th-century communications research	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Max Weber and Karl Mannheim	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
Тип	Qualitative research approach	Qualitative / mixed-method research technique	Method	Method	Qualitative fieldwork tradition
Основоположне джерело	Rose, G. (2016). Visual Methodologies: An Introduction to Researching with Visual Materials (4th ed.). Sage. ISBN: 978-1473943056	Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology (4th ed.). Sage. ISBN: 978-1506395661	Fairclough, N. (1989). Language and power. Longman.	Scott, J. (1990). A Matter of Record: Documentary Sources in Social Research. Polity Press. ISBN: 978-0745608419	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462
Інші назви	visual research methods, image analysis, visual inquiry, visual data analysis	İçerik Analizi, systematic content coding, quantitative content analysis	DA, Critical Discourse Analysis, Discursive Analysis	documentary analysis, textual analysis, content analysis of documents, archival research	Etnografi, participant observation, fieldwork, ethnographic research
Пов'язані	6	5	2	4	5
Підсумок	Visual analysis is a qualitative research approach that systematically examines visual materials — such as photographs, films, artworks, advertisements, and diagrams — to understand how meaning is produced, communicated, and interpreted. Drawing on traditions from art history, semiotics, and social science, it treats visual objects as data that carry social, cultural, and ideological significance. Multiple frameworks exist, from formal compositional analysis to discourse-based and audience-reception approaches.	Content analysis is a systematic research technique for reducing text, visual, or media material into coded categories so that patterns can be counted, compared, and interpreted. Formalised by Klaus Krippendorff in his widely cited methodology textbook (latest edition 2018), the method sits at the boundary of qualitative and quantitative inquiry: it imposes structured, replicable coding on inherently meaning-laden material.	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.	Document analysis is a systematic qualitative research method for examining written, visual, or audiovisual sources—such as policy documents, historical records, organizational records, media reports, emails, social media posts, photographs, or videos—to extract meaning, identify patterns, and understand social phenomena. Developed by Weber and Mannheim in early 20th-century sociology, the method bridges historical research, content analysis, and textual interpretation. Document analysis is used across disciplines to understand organizational change, policy evolution, media representation, historical events, and cultural meaning. Documents provide evidence of what organizations, institutions, or societies value, decide, and communicate, often revealing contradictions between policy and practice.	Ethnography is a qualitative research tradition in which a researcher immerses themselves in a social group or community over an extended period — typically three to six months or longer — to study its culture, values, and behaviours in their natural setting. Originating in social and cultural anthropology, and consolidated as a rigorous method by Bronisław Malinowski in the early twentieth century, ethnography produces rich, contextualised accounts of how people live, work, and make meaning together.