Multimodal Thematic Analysis in ATLAS.ti: Insights From a Multimodal Ethnographic Study

• In Event: Insights and Framing in Qualitative Method and Process

Abstract

This paper proposes an empirically-based extension of Braun and Clarke’s reflexive thematic analysis (TA) to the analysis of multimodal data in ATLAS.ti. Based on systematic and detailed documentation of analysis processes in a multi-year, multimodal ethnographic study, a model of inductive and reflexive multimodal thematic analysis (MTA) in ATLAS.ti is proposed, suggesting that: (1) TA phases can be thought of as analytic strategies repeated in at least three recursive and additive rounds of analysis; (2) direct analysis of audio/video is useful with analytic gist summaries in language; and (3) relationships of similarity and contiguity may play crucial roles in different rounds of MTA in ATLAS.ti. The paper helps qualitative researchers better understand how MTA can be operationalized in ATLAS.ti.

Author

• Amir Michalovich, The University of British Columbia