Порівняння методів

	Візуальний аналіз	Дискурс-аналіз	Етнографія
Галузь	Якісні методи	Якісні дослідження	Якісні методи
Родина	Process / pipeline	Process / pipeline	Process / pipeline
Рік появи	Formalized in social sciences from the 1980s–2000s	1989 (Fairclough); 1987 (Potter & Wetherell)	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	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
Тип	Qualitative research approach	Method	Qualitative fieldwork tradition
Основоположне джерело	Rose, G. (2016). Visual Methodologies: An Introduction to Researching with Visual Materials (4th ed.). Sage. ISBN: 978-1473943056	Fairclough, N. (1989). Language and power. Longman.	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	DA, Critical Discourse Analysis, Discursive Analysis	Etnografi, participant observation, fieldwork, ethnographic research
Пов'язані	6	2	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.	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.	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.