WATKINS WELLNESS EXPANDS INTO SAUNA CATEGORY THROUGH THE ACQUISITION OF SAUNA360.The last two subsections mention two more practical issues-(4.4.2) units in recording (operational definitions) and data selecting (contextual units), and (4.4.3) the justification of time frame and process/logic of collecting all relevant samples. Then, three hypotheses that will be tested have been outlined with explanations of why and how they are addressed. In general, the qualitative content analysis framework will be explained in detail, by deconstructing it into three analytical dimensions, and incorporating all the narrative elements mentioned before. The last section 4.4 explains specifically the essential issues before conducting analysis based on the methods. Conventionally, a combination of different perspectives is preferred in order to move beyond ‘entrenched dualism’ (Jensen, 2002:1). Critical social science, based on Marxist theories of class struggle, aims to ‘reveal, explain and understand power structures and relationships within society' (Gunter, 2000: 7). Intepretivism uses inductive method of reasoning (Wimmer and Dominick, 2003: 109) instead of numerically defined variables.
Positivism looks to establish universal laws, akin to those of natural sciences (Gunter, 2000), based on large-scale quantitative research and deductive logic. These two issues will be tackled from three main epistemological perspectives. The second issue is the justification of comparative framework and its integrated strategy of combining quantitative and qualitative approaches to measure narrative elements. Thus, it is not practical to create a meaningful framework to analyze the textual materials without explaining the characteristics of narrative, and identifying a suitable measurement of narrative construction. In existing literatures of media studies, narrative construction is seldom explicitly and comprehensively explained. The first methodological issue is to define the narrative. Before designing the research method, two vital issues need to be addressed based on existing literatures.
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