Caught in a Gutenberg Syndrome: Methodological Aspects of Visual Stimuli in Social Research

Techniques using visual stimuli have existed in social research since the late 19th century. However, the methodological framework in which they are embedded remains limited in scope, especially with respect to quantitative research. In this article, the author focuses on the methodological aspects of various types of visual techniques. Subsequently, he proposes some recommendations for methodological design. After a brief historical review, the main part of the article discusses psychological projective methods, photo-elicitation techniques and the application of visual stimuli in in-depth interviewing and quantitativquestionnaire surveys. Final discussion focuses on the methodological specifics of visual methods, design recommendations and the problem of validity.

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ISSN: 1214-438X
Year: 2015
Edition: 13
Volume: 1
Page: 13
Authors: Martin Buchtík
Citation: Buchtík, Martin. 2015. „V zajetí Gutenbergova syndromu: Metodologické aspekty vizuálních stimulů v sociálně vědním výzkumu." Naše společnost 13 (1): 13-22,


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