Analyzing prejudice through qualitative research methods: a case study approach

This chapter features a survey of qualitative research methods within the interpretive paradigm as they might be used for studying prejudice through a communicative lens. To offer a contemporary and contextual example for how a researcher might utilize each of the three specific methods for data collection, I employ a case study approach. After describing and outlining each qualitative research method and the subsequent study design, I then apply each method to the selected case study—the murder of George Floyd by Minneapolis police officers—and offer multiple ways the method could be used to analyze this event. I then conclude each section by featuring published studies within the communication discipline that utilize these qualitative methods.