87330 - Laboratory Of Qualtitative Analysis Of Communication

Course Unit Page

Academic Year 2018/2019

Learning outcomes

The seminar provides the tools to conduct and interpret research on communication based on qualitative approaches, such as focus groups, content analysis and semiotic analysis.
After the seminar, the students: - know the various research techniques applied to communication studies; - are able to conduct empirical analysis on political messages.

Course contents

This year the seminar will focus on the focus group technique. The programme comprises of three parts:

1. The focus group (theory, methodology, origins, pros and cons)
2. Qualitative research for political communication (with case studies)
3. Workshop (students will outline a qualitative research plan for a fictive election campaign)


- Stefano Origlia, Lorenzo Pregliasco, Profili strategici e comunicativi di una campagna elettorale: il caso di Vincenzo De Luca alle Regionali della Campania, in Comunicazione politica: case studies, edited by Gianluca Vagnarelli, Piceno University Press, 2015

I recommend reading an introductory book on the focus group technique, such as:

- Sabrina Corrao, Il focus group, Milano, Franco Angeli, 2005

- Annalisa Frisina, Focus group. Una guida pratica, Bologna, il Mulino, 2010

Teaching methods

The first part of the seminar will consist of introductory lessons concerning theory and methodology of qualitative social research.

The second part will introduce case studies revolving around political campaigns.

The final part will feature group exercises.

Assessment methods

The final evaluation will be based on a written test as well as on the research plan prepared by the students.

Teaching tools

PC, video projector, Internet connection

Office hours

See the website of Lorenzo Pregliasco