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Embodiment and Materialization in "Neutral" Materials: Using Audio-Visual Analysis to Discern Social Representations

Journal article
Authors Anna Hedenus
Published in Forum Qualitative Sozialforschung / Forum: Qualitative Social Research
Volume 17
Issue 1
Pages Art. 3
ISSN 1438-5627
Publication year 2016
Published at Department of Sociology and Work Science
Pages Art. 3
Language en
Keywords audio-visual analysis; content analysis; embodiment; materialization; narrative analysis; occupational descriptions; sequential analysis; social representations; stereotypes
Subject categories Sociology


The use of audio-visual media puts bodies literally in focus, but there is as yet surprisingly little in the methodology literature about how to analyze the body in this kind of material. The aim of this article is to illustrate how qualitative audio-visual analysis, focusing on embodiment and materialization, may be used to discern social representations; this is of especial interest when studying materials which have an explicit ambition to achieve "neutrality" without reference to certain kinds of bodies. Filmed occupational descriptions—produced by the Swedish Employment Agency (SEA)—are analyzed and discussed. The examples presented in the article illustrate how various forms of audio-visual analysis—content analysis, sequential analysis and narrative analysis—can be used to reveal how social representations of occupations and practitioners are embodied and materialized in these films.

Page Manager: Webmaster|Last update: 9/11/2012

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