Systematically Working with Multimodal Data

A guide that offers a step-by-step process to data-driven qualitative multimodal discourse analysis

Systematically Working with Multimodal Data is a hands-on guide that is theoretically grounded and offers a step-by-step process to clearly show how to do a data-driven qualitative Multimodal Discourse Analysis (MDA). This full-color introductory textbook is filled with helpful definitions, notes, discussion points and tasks. With illustrative research examples from YouTube, an Experimental and a Video Ethnographic Study, the text offers many examples of how to deal with small to large amounts of data, including information on how to transcribe video data multimodally, including online videos, and how to analyze the data.

This textbook contains ample theory, directions for literature, and a teaching guide to help with a clear understanding of how to work with multimodal data.

• Contains new research data, exceptional illustrations and diagrams
• Offers step-by-step processes of working through examples, transcriptions and online videos
• Goes into great depth so that students can use the book as hands-on material to engage with their own data analysis
• Designed to be easy-to-use with color-coded definitions, tasks, discussion points and notes

Written for advanced undergraduate, graduate and PhD level students, as well as participants in research workshops,Systematically Working with Multimodal Datais an authoritative guide to understanding data-driven qualitative Multimodal Discourse Analysis.

Sigrid Norris is Professor of Multimodal (Inter)action and Director of the AUT Multimodal Research Centre at Auckland University of Technology, New Zealand. She is editor of the international journalMultimodal Communication and author ofAnalyzing Multimodal Interaction (2004) andIdentity in (Inter)action: Introducing Multimodal (Inter)action Analysis (2011).

List of Figures xvi

List of Tables xix

Acknowledgments xxi

About the Companion Website xxiii

Chapter 1 Introduction 1

1.0 Introduction to the Book 3

1.1 Brief Introduction to Multimodal Discourse Analysis 19

Chapter 2 Background 25

2.0 Philosophical and Theoretical Background 27

2.1 Development of Scollons Philosophical Thought 50

Chapter 3 Systematically Working with Multimodal Data Phase I 61

3.0 Phase I: Data Collection 63

3.1 Systematically Working with Small Data Sets/Data Pieces: Phase I Data Collection 86

3.2 Systematically Working with MediumSized Data Sets: Phase I Data Collection 93

3.3 Systematically Working with Large Data Sets: Phase I Data Collection 106

Chapter 4 Systematically Working with Multimodal Data Phase II 117

4.0 Phase II: Delineating the Data 119

4.1 Systematically Working with Small Data Sets/Data Pieces: Phase II Delineating the Data 129

4.2 Systematically Working with MediumSized Data Sets: Phase II Delineating the Data 137

4.3 Systematically Working with Large Data Sets: Phase II Delineating the Data 148

Chapter 5 Systematically Working with Multimodal Data: Phase III 159

5.0 Phase III: Selecting Data Pieces for Micro Analysis 161

5.1 Systematically Working with Small Data Sets/Data Pieces: Phase III Selecting Data Pieces for Micro Analysis 170

5.2 Systematically Working with MediumSized Data Sets: Phase III Selecting Data Pieces for Micro Analysis 178

5.3 Systematically Working with Large Data Sets: Phase III Selecting Data Pieces for Micro Analysis 187

Chapter 6 Systematically Working with Multimodal Data Phase IV 197

6 Phase IV: Transcribing Data Using Multimodal Transcription Conventions 199

Chapter 7 Systematically Working with Multimodal Data Phase V 233

7 Phase V: Using Analytical Tools 235

Chapter 8 Systematically Working with Multimodal Data: Guides for Instructors 267

8 A Quick Guide for Instructors 269

References 277

Index 296