Hello,
I'm currently writing a paper on how an advocacy group/nonprofit organisation changed their way of communicating with the public after they stopped using newsletters through email, and started using Instagram instead.
My (current) hypothesis is that they previously (through newsletters) promoted events before they happened, but now (through Instagram) they're usually only mentioned after they've occurred.
I'm analyzing 10 newsletters and 10 Instagram posts.
I'm having a hard time finding relevant theories to use in my analysis. Any tips are greatly appreciated.
This is a short paper, so if you have any other ideas when it comes to how I could look for any change between the two media forms, I'm all ears.
Intriguing. I don't know media research looks at something like that but your empirical object makes this a case of social movement framing or resource mobilization. Apparently, you observed a change in communication media that affects framing and resource mobilization practices. You might e.g. look at
Benford, Robert D. and David A. Snow, 2000: Framing Processes and Social Movements: An Overview and Assessment. Annual Review of Sociology 26: 611-639, https://doi.org/10.1146/annurev.soc.26.1.611
and go from there.
It sounds like your approach is as much quantitative as qualitative. On the one hand, you have a clear hypothesis that can be assess through counting, which amounts to a quantitative approach. On the other hand, you don't seem to be researching any questions regarding meaning or interpretation, which would be expected with a qualitative approach.
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