ABSTRACT
Before moving away from the use of content analysis, it is necessary to raise a number of criticisms related to this form of research. The first criticism is that the process of semiological analysis is a very subjective one and there is no proof that one citizen’s interpretation of images, signs and symbols is going to be the same as another’s. Since there is no proof, it is impossible to apply generalised statements in the form of ‘all citizens will interpret…’. The process implies that there is only one way in which images, signs and symbols can be interpreted, whereas in fact, many of them can be interpreted in different ways, not only by different audiences, but also when the mood of the researcher changes or the context of the images, signs and symbols changes. Another major problem associated with this approach is that the researcher has to be ‘culturally competent’. The implication of this is that it is only possible for the researcher to analyse material if he or she ‘knows the code’.
