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‘Creative’ and Participatory Visual Approaches in Audience Research

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Innovative Methods in Media and Communication Research

Abstract

Lobinger shows how visual communication research is not only concerned with the analysis of visual material and the related processes of production, reception, use and effects, but also focuses on the ways in which visuals can be used for research purposes. The chapter discusses a particularly valuable subgroup of enabling and creative techniques: creative visual methods, that is methods in which visual material is used or produced during the research process. Visual methods can be used as stand-alone approaches. However, as the chapter demonstrates, it is most useful to combine them with open-ended interviews, focus groups or observations. Lobinger presents findings from a mixed-method approach, combining qualitative and quantitative research through Q-sort.

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Authors and Affiliations

  1. University of Lugano, Lugano, Switzerland

    Katharina Lobinger

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  1. Katharina Lobinger
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Correspondence to Katharina Lobinger .

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Editors and Affiliations

  1. University of Bremen (ZeMKI), Bremen, Germany

    Sebastian Kubitschko

  2. Södertörn University, Huddinge, Sweden

    Anne Kaun

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Lobinger, K. (2016). ‘Creative’ and Participatory Visual Approaches in Audience Research. In: Kubitschko, S., Kaun, A. (eds) Innovative Methods in Media and Communication Research. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-40700-5_15

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