Framework Theory Analyses

The theoretical framework underlying qualitative analysis provides researchers with a setup guidance to analyse and interpret qualitative data in the content (Creswell, 2013). Professionals are able facilitate deeper and valuable insights from the content and understand the target audience. The framework features various theoretical perspectives and offers different lenses for the data to be examined and interpreted by the audience.

Semiotics analysis and Encoding & decoding

This section will elaborate two theoretical frameworks to understand different signs within the content. Ferdinand de Saussure's semiotic theory proposes an understanding of signs in two components; signifier, a physical form of the sign and signified, the meaning the sign conveys (Saussure, 1959; Tom Nicholas, 2017). To fully understand these signs, it is important to consider Denotation and Connotation. Denotation refers to surface-level definition of a sign that is universally understood, while Connotation involves additional meanings based on the audience and their personal experiences (Chandler, 2017; Denotation and Connotation - New World Encyclopedia, 2022).

Next, Stuart Hall's encoding and decoding theory sheds light on the intentional creation and consumption of qualitative messages by the audience (Hall, 1980). Encoding is defined as how the creation of a message is intended to be communicate by the messenger through the content. Decoding, on the other hand, is based on how the message of the content is directly understood by the audience with their own experience, knowledge and background (Wells, Burnett, & Moriarty, 2003). The message can be decoded in three ways. The first is the Dominant/Preferred Reading, in which the receiver interprets the message, the same as the sender's intentions. Second is Negotiated Reading, when the receiver understands the dominant meaning of the message but partially accepts it. Lastly, Oppositional Reading is when the receiver interprets the message in a way that is opposite from the intended meaning (McQuail, 2010).

Overall, Semiotics theory and encoding/decoding theory provide insights into the communication process of the content. The meaning is first constructed through signs comprising a signifier and a signified. Denotation and connotation further elaborate these signs to interpret. Lastly, Stuart Hall's encoding and decoding theory examines the alignment between the intended creation of messages and the audience's interpretation based on their own experiences. These frameworks enhance understanding and communication between content creators and audiences, allowing an effective share of the message.

Narrative theory and Character archetype theory

These two theoretical frameworks will be combined to get insights in a narration format. Tzvetan Todorov's narrative theory has been elaborated through five stages of a storyline; equilibrium, disruption, recognition, repair, and new equilibrium. This is how the characters go through a linear narrative structure with their process in certain stages below (Todorov, 1971).

1. Equilibrium: Characters' lives function according to a routine and in order.

2. Disruption: This is when something happens creating an imbalance (e.g. conflict), changing the course of the story.

3. Recognition: Attention is applied to the cause behind the changes and the realisation that proactive action is necessary to restore balance.

4. Repair: The character takes actions to restore balance, repairing the disruption with tactical decisions, to carry the narrative to the next phase.

5. New equilibrium: The narrative reaches a new resolution with the characters overcoming the disruption.

Critics did suggest Todorov's theory does not apply to all narratives, where not all authors do not conform to their stories in all stages. However, Todorov’s theory is still able to assist the content analysis in identifying the core elements of the story (Adepati, M & Samanik., 2018).

Nonetheless, to gain a deeper understanding of the characters, there will be an exploration of Vladimir Propp's character archetype theory to describe their roles and their specific functions within the storyline (Propp, 1928). The roles of the characters are as follows; Hero (central character facing challenges and overcoming obstacles to achieve their goal), Villain (antagonist creating a conflict against Hero’s objectives), Donor (provider and aids the Hero to achieve the goal), Helper (guidance for the hero through the journey), Princess (the goal itself motivating the Hero’s actions), Dispatcher (initiates the Hero’s quest by giving them a mission) and False Hero (a Hero at first but later reveals their true nature) (Media-Studies.com, 2022). This theory analysis is, however, criticised for its limitations since not all of these characters are applied and does not take into the account of the characters’ complicity in modern stories since it’s based on an old folk story (Brusentsev et al., 2012).

Todorov’s narrative theory identifies the core elements in the story, creating a coherent and engaging narrative for interpretation. Propp’s character theory explores the functions of the characters and how they are played within the narrative, in which the audience can connect with the content. These theories contribute the meaning construction in content, by enhancing storytelling and evoking emotions and engagement from the audience. This should improve the effectiveness of the communicated message. By utilising these theories, content creators can craft meaningful and impactful narratives that connects with the audience

By applying these theoretical frameworks, content creators can craft valuable narratives and messages that resonate with their target audience, fostering engagement, and promoting effective communication. Understanding the core elements of storytelling or symbols in the content enhances the construction of meaning in content, allowing for impactful and meaningful messages to be conveyed.