Порівняння методів
Переглядайте обрані методи поруч; рядки з відмінностями підсвічено.
| Візуальний аналіз метафор через виявлення (VEMA) / ZMET× | Аналіз метафор× | |
|---|---|---|
| Галузь | Якісні методи | Якісні методи |
| Родина | Process / pipeline | Process / pipeline |
| Рік появи≠ | 1995 | Theoretical foundation 1980; systematic research applications from 1990s onward |
| Автор методу≠ | Gerald Zaltman (Harvard Business School) | George Lakoff & Mark Johnson (Conceptual Metaphor Theory); Jonathan Charteris-Black (Critical Metaphor Analysis) |
| Тип≠ | Visual-projective qualitative technique | Qualitative research method |
| Основоположне джерело≠ | Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35–51. link ↗ | Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013 |
| Інші назви | VEMA, ZMET, Zaltman Metaphor Elicitation Technique, visual metaphor elicitation | Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis |
| Пов'язані≠ | 4 | 6 |
| Підсумок≠ | Visual Elicitation Metaphor Analysis (VEMA) is a qualitative technique in which participants select or create images that represent their thoughts, feelings, or experiences about a topic, and then articulate the metaphors embedded in those images during a guided interview. Originally formalised as the Zaltman Metaphor Elicitation Technique (ZMET) by Gerald Zaltman in 1995, the approach rests on the premise that most human thought is nonverbal and structured through metaphor, making images a more direct gateway to deep mental models than verbal questioning alone. | Metaphor Analysis is a qualitative method that identifies, classifies, and interprets the metaphors embedded in language to reveal how speakers and writers conceptualise experience, construct meaning, and exercise ideological influence. Grounded in Lakoff and Johnson's Conceptual Metaphor Theory, it treats metaphor not as a literary decoration but as a fundamental cognitive structure — ARGUMENT IS WAR, TIME IS MONEY — that shapes how people think, reason, and act. It is widely applied in psychology, education, political discourse, health communication, and organisational research. |
| ScholarGateНабір даних ↗ |
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