Методы и тексты: контент- и дискурс-анализ

2026/2027

Статус: Маго-лего

Кто читает: Школа филологических наук

Где читается: Факультет гуманитарных наук

Когда читается: 3 модуль

Охват аудитории: для своего кампуса

Язык: английский

Кредиты: 3

Контактные часы: 36

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Abstract

In an age dominated by quantification, qualitative research is often seen as producing subjective and unverifiable knowledge. However, qualitative analytical methods, which focus on data, provide nuanced observations that can critically evaluate the metrics used. This module emphasizes multimodal content and discourse analysis methods, which offer valuable insights for refining business strategies. Students investigate content analysis as a tool for examining the media landscape surrounding business initiatives, target audiences, and the effectiveness of marketing activities. Discourse analysis enables the exploration of business communication strategies, revealing implicit hierarchies, the structure of corporate conventions, and opportunities for enhancing brand positioning. Throughout the module, students are introduced to traditional approaches to these methods, as well as the most relevant methodological updates. A key feature of the module is the use of specific case studies pertinent to the business environment, presented across various media formats. The module’s interactive nature and focus on case studies provide practical applications for the concepts discussed.

Learning Objectives

To equip students with methodological tools for the systematic analysis of public (including business) communication
To enable students to investigate how organisations construct meanings, identities, and relationships through language and other semiotic resources
To develop the ability to critically evaluate corporate communication, interpret its role within broader public discourse
To cultivate evidence-based insights for business research and strategic decision-making

Expected Learning Outcomes

Understands the theoretical foundations of content analysis and discourse analysis as qualitative and mixed-method research approaches
Differentiates between content analysis and discourse analysis, selecting the appropriate method according to a research question
Designs qualitative research using authentic business and corporate communication materials
Analyses textual, visual, and multimodal business communication systematically rather than intuitively
Interprets how language constructs organisational identities, stakeholder relationships, corporate values, and public legitimacy
Evaluates business discourse as part of wider social and cultural communication
Critically assesses methodological choices, including issues of validity, reliability, interpretation, and researcher reflexivity

Course Contents

Business Discourse in the Public Sphere: Analysing Corporate Communication as Social Discourse
Content Analysis: Interpreting Media and Business Communication
Discourse Analysis: Language, Power, and Organisational Meaning

Assessment Elements

Paper Review
Assessment Criteria — The paper should consist of an individual analysis of a specific text from the recommended reading list for the module or one that has been independently selected and approved by the tutor. — The paper must be submitted in either doc or pdf format via email to the tutor, in accordance with the previously established deadlines. — The word count for the paper should not exceed 1,500 words. A deviation of 30% above or below this word limit will result in a 30% reduction in the overall grade. The paper’s length is calculated without including the title page, references, and bibliography. — The bibliography must include at least three references (monographs or articles) along with the required number of sources. Failing to meet the bibliography length requirements will lead to a 30% decrease in the grade. — All bibliographic formatting (including footnotes and the bibliography) must adhere to the standards of GOST R 7.0.100–2018, Chicago Style, or APA Style. Not following these formatting standards may also result in a grade reduction. — The paper must analyze the central ideas, the system of argumentation, and the methods used to conceptualize the research question or hypothesis presented in the chosen article or text. Students are encouraged to provide independent critical commentary on the concept and critique the positions of other researchers. — It is essential to maintain the following structure for the paper: Title Page Include information about the student, programme, and module. Introduction Provide general information about the author of the article, the article itself, and the relevant framework or disciplinary field. Explain when the text was written, the approach it follows, and the traditions it references, as well as the author's disciplinary identity. This section involves a detailed analysis of the text and its author. Main Body This section can be divided into paragraphs, and it should: — Briefly present the author's main concept. — Analyze their key ideas, the system of argumentation, and the methods used to conceptualize the research question or hypothesis in the selected article. — If possible, describe the criticisms of the author's chosen approach. This can be reconstructed from the perspectives of other researchers, but independent and well-founded criticisms are also welcome. Conclusion Summarize the work you have completed, highlighting the conclusions regarding the substantiation, validity, and verifiability of the analyzed concept or position. Bibliography Include at least three scientific references (monographs, collective monographs, or articles) alongside the primary text being analyzed and any necessary secondary sources. If a student misses the deadline for a legitimate reason (and has submitted the relevant documentation to the tutor via email), they must email the paper to the tutor within one week. In this case, the work will be graded out of 100%. If a student fails to meet the deadline without a valid reason, the submission will not be accepted, and the final module grade will be calculated without considering this assessment
Presentation (Pecha Kucha)
Assessment Criteria — The work must be completed individually and adhere to the requirements of a Pecha Kucha presentation. — A Pecha Kucha consists of 20 slides that advance every 20 seconds. The presentation should be prepared with automatic slide rotation set for every 20 seconds. — Each presentation, delivered synchronously during class, should last 6 minutes and 40 seconds. Significant timing violations (more than one minute) will result in a 30% reduction in the grade for this assignment. — All presentations must be prepared in accordance with the topic agreed upon with the tutor. — The presentation should be based on a content or discourse analysis of specific examples of business discourse, framed by one of the methodological or theoretical issues discussed in the module. If a student is absent from class for a valid reason and provides the relevant documentation to the tutor, they will have the opportunity to present their presentation remotely within one week. This will be conducted individually during a Zoom meeting, and the presentation will be graded out of 100%. However, in the case of an unexcused absence, a remote presentation will not be permitted, and the grade for this assignment will not count towards the final assessment
Essay
Assessment Criteria — The essay must be composed in a case study format, presenting a detailed analysis of a specific phenomenon. It should reflect an independent creative endeavor that articulates a well-reasoned perspective of the author. This perspective should encapsulate the findings from a concise theoretical exploration of the topic. The research materials for this essay should include sources from the course bibliography, as well as empirical data and theoretical materials independently sourced by the author. — The essay must be submitted in either .doc or .pdf format via email to the instructor, adhering to pre-approved deadlines. — The essay should analyze a specific element of business discourse, incorporating the methods and approaches of content and discourse analysis covered in the course. — The essay should not exceed 2,000 words. A deviation of 30% above or below the specified length will result in a 30% penalty on the grade. The word count will not include references, title page, or bibliography. — The bibliography must contain at least five scholarly sources (including monographs, collective works, and articles) along with the required number of additional sources (such as project content, creator interviews, and company reports). Failing to meet the bibliography requirements will incur a 30% reduction in the grade. — All bibliographic formatting (including footnotes and bibliography) must adhere to the standards of GOST R 7.0.100–2018, Chicago Style, or APA Style. Non-compliance with these formatting guidelines may lead to a reduced grade. — The essay may include illustrative materials to help visualize the collected data and the project, such as graphs, charts, and data tables. — The following structure for the essay must be maintained: Title Page Include information about the student, programme, and module. Introduction Provide general information about the case being examined, including when it took place and identifying the participants involved. The introduction should encompass the following sections: the presentation of the research question, the goals and objectives of the research, the object and subject of study, and the specific methodologies employed in the research. Main Body This section may be organized into several paragraphs. Here, you should: — succinctly present the principal points of your analysis; — substantiate these points with credible arguments drawn from the literature reviewed. Conclusion Summarize the completed work, encapsulating how the answer to the research question was derived. Bibliography Include at least five references along with various sources (internet resources, project websites, interviews, legislative documents, organizational documents, etc.). Key assessments will include: – the formulation of the research question/problem, – the relevance of the content to the identified topic, – the structure and clarity of the text, – the accuracy of factual material and terminology, and – the overall quality of presentation and citation of sources/references. If a student misses the deadline for a legitimate reason (and has submitted the relevant documentation to the tutor via email), they must email the essay to the tutor within one week. In this case, the work will be graded out of 100%. If a student fails to meet the deadline without a valid reason, the submission will not be accepted, and the final module grade will be calculated without considering this assessment

Interim Assessment

2026/2027 3rd module
0.3 * Presentation (Pecha Kucha) + 0.3 * Paper Review + 0.4 * Essay

Bibliography

Recommended Core Bibliography

Белошицкая, Н. Н. Political Discourse Analysis in Socio-Cultural Paradigm: Theory and Practice = Политический дискурс-анализ в социо-культурной парадигме: теория и практика : учебное пособие / Н. Н. Белошицкая. — Архангельск : САФУ, 2019. — 116 с. — ISBN 978-5-261-01371-6. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/161861 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.

Recommended Additional Bibliography

Детинко Ю.И., Куликова Л.В. - Политическая коммуникация: опыт мультимодального и критического дискурс-анализа - 978-5-7638-3468-0 - Сибирский федеральный университет - 2017 - https://znanium.ru/catalog/product/966996 - 966996 - ZNANIUM
Орлова О.Г. - Дискурс-анализ для журналистов. Жанры политического медиадискурса - 978-5-7782-4183-1 - Новосибирский государственный технический университет - 2020 - https://znanium.ru/catalog/product/1869274 - 1869274 - ZNANIUM

Authors

Poseliagin Nikolai Vladimirovich

Course Syllabus