Eyes on the Visual. The Picture Sorting Study as an Observing Method of Communication Science: Analysis Logic, Status, and Future Potentials

• In Event: Analytical Potentials of Picture Sorting Studies: Current Research Fields, Methodological Approaches, and Future Challenges

Abstract

Aiming for a critical reflection of picture sorting studies as a method of observation in communication science we examine challenges and potentials, based on a systematic analysis of the empirical status quo. For an overview of the method, its typical implementations, theoretical references and methodological shortcomings, we conceptualized a systematic literature synopsis enabling for an in-depth methodological reflection. Using the four literature databases Academic SearchTM Complete, Communication and Mass Media CompleteTM, SocINDEXTM with full text and PsycINFOTM (in German and English), our selection led to the extraction of 21 studies. An analysis grid deducted theoretically allowed for an in-between comparison between different categories and studies. Categories integrated specific aspects oft he method in particular, such as the form of the observation and/or interviews, type and size of the sort sample, the number of subjects, the implementation mode (online/offline) or the type of sorting instruction.
On this basis, our presentation will provide (1) a description of the status quo how this method is applied in visual communication science; and it will address (2) aspects of research practice and implementation by looking at several case studies. In conclusion, the methodological challenges and potentials of sorting studies are outlined.

Our data indicate that the majority of studies operate with multi-method-designs, where observational and interviewing techniques are combined in offline settings. To our surprise, the observational elements are integrated only implicitly (see Coxon, 1999; Hinton, 2001), demonstrating the potential for innovation opened by a reflection onto theory and methods of observations in social science. At the same time, shortcomings in media studies became obvious which do not live up to the potential sorting studies provide. Apparently various fields of fruitful implementation are conceivable - particularly considering mental categorization efforts as representing a basic principle of various theories in communication science. The method promises fruitful applications especially for the analysis of (audio-)visual media content, the processing of which being marked by implicit tasks.

Due to their logic of analysis, sorting studies may enrich discussions on how the method of observation can be combined with other techniques of data collection. With research practice in communication science just started, major methodological challenges can be found in the standardization of existing approaches as a prototype of a specific application of observational approaches.

Authors

• Stephanie Geise, U of Texas

• Patrick Roessler, U of Erfurt