In this final section o f the chapter I describe the way in which my data was structured and
analysed. Based on the theoretical framework I designed a list o f knowledge categories that
are o f interest to my research. During the fieldwork phase of the research I refined and
developed the list. Once the collected data had been transcribed or otherwise textualised, I
completed the list of knowledge categories. Each unit o f data was then coded against the
knowledge categories identified. I then analysed the data collected under each knowledge
category, thus generating the unique empirical contribution of this project to academic
knowledge.
In line with contemporary research technology and following the guidance o f the Open
University, I installed and operated a piece o f qualitative research data software called
NVivo. The purpose o f using NVivo was to optimise the way in which I handled and
analysed my collected research data. In addition to that NVivo facilitated my system o f
data analysis. I structured the knowledge categories to be applied on research data as
NVivo ‘nodes’, and distinguished them as ‘tree nodes’ and ‘free nodes’ depending on
whether they could be grouped together. I did not attempt to group the thematic categories
necessarily together, into some sort o f a systematic grid. About half o f the knowledge
categories stood alone, while the rest formed clusters. What is important is that as part of
my analysis, they all link to the theoretical framework o f this research.
Below I present the knowledge categories that emerged before, during and after the
empirical data collection. Table 1 illustrates the knowledge grid that connects my collected
Table 1
Knowledge categories (nodes) connecting empirical data to the theoretical framework.
Knowledge category (Node) Subcategories (branch nodes) Connection to theoretical fram ew ork
training and University; A primary avenue for the
education professional shaping o f the
training; professionalization discourse
learning in o f journalism. It is also how
practice; journalists’ understanding of
prevented from what is part o f their profession
training is shaped.
professional pride and How journalists self-identify
self affection; and render their work
no idea; meaningful?
freedom; This category collects the
dislike; knowledge gathered about the
limits and ways in which journalists
control; perceive and define their
honest
journalism
profession.
occupational HR and One o f the key areas to scan
aspects employment for neoliberal influences.
Table continues on the next page.
Table 1. Continued.
Knowledge categories (nodes) connecting empirical data to the theoretical framework.
Knowledge category (Node) Subcategories (branch nodes) Connection to theoretical fram ew ork
editorial opinion; Probably the most important
practice balance; knowledge category. Norms o f
sources; journalism, and the ways in
formats which they are interpreted and
techniques - applied. Various working
video, audio, formats that shape journalists’
montage; actions and work products.
show and Serious journalism vs.
entertainment; entertainment and talk show
advertisers - the formats. Types o f owners’
wall to intervention and channels used
editorial; owners, interest; scandal crime; beats for this.
Table continues on the next page.
Table 1. Continued.
Knowledge categories (nodes) connecting empirical data to the theoretical framework. Knowledge category (Node) Subcategories (branch nodes) Connection to theoretical fram ew ork political ideologies neoliberal; liberal; leftist progressive; conservative Journalists’ comments, associating or dissociating
themselves from existing
political ideologies, or what
they think these are. Are they
truly apolitical? causes o f collective social value religion; Climate change; non-smoking; sustainable living; environment; social; non-political; EU
The way in which journalists
engage with collective social
causes like climate and
environment, which require a
substantial system change,
holds part o f the answers to the
research question. But do they
engage at all? And what other
causes are more appealing to
them?
social change Journalists’ attitudes to ideas
that require system change.
collective Loss o f collective interest as a
neoliberalisation symptom.
Table continues on the next page.
Table 1. Continued.
Knowledge categories (nodes) connecting empirical data to the theoretical framework. Knowledge category (Node) Subcategories (branch nodes) Connection to theoretical fram ew ork
personal self How do journalists define
themselves as human beings
and members o f society?
personal
lifestyle
Class-determining elements or
other relevant information
about participants
materialism Personal qualities and values of
importance
consumerism Personal qualities and values of
importance
individualism Personal qualities and values of
importance
societal
democracy
An essential part o f journalists’
profession according to the
Fourth Estate Theory. But how
much o f it remains to still be
seen in practice?
Economy
market
imperative
In direct response to one of the
primary research questions. All
aspects o f the process.
Table continues on the next page.
Table 1. Continued.
Knowledge categories (nodes) connecting empirical data to the theoretical framework.
Knowledge category (Node) Subcategories (branch nodes) Connection to theoretical fram ew ork
humour Where and why does it appear?
A self-emerged category o f knowledge Persons Krassimir Guergov; Lyuba Rizova; Magy Maleeva; Milen Tsvetkov
Who are their heroes, and who
do they speak about? A list of
the persons who get mentioned
most frequently.
3.12. Conclusions.
The chapter explains how in the research design phase a set o f qualitative research methods
were identified to answer the research questions regarding journalists’ engagement with
collective issues o f social importance in the context o f neoliberalisation and marketisation
o f the profession o f journalism. Among the proposed data collection methods, participant
observation and semi-structured interviews were identified as the primary tools.
I outlined the parameters o f the empirical research field for this project, which allowed for
the collection o f rich and useful data. I concluded that the suitable venues for gathering
such data were: newsrooms, the reporting field, and the personal sphere o f journalists. All 71
these three types o f venues offer suitable observation ground for studying journalists’
engagement with ‘voice’, in Nick Couldry’s (2010) sense o f the word. Hence the project
will focus primarily on professional journalists, either employed by a mainstream media
organisation or freelancing for one or more such organisations. Apart from newsroom staff
and external regular contributors, media and editorial decision makers were included in the
project’s fieldwork component where possible. Non-professional journalists, citizen
journalists, bloggers and other writers were left out o f the target group o f this particular
research, but will be kept in mind as potential follow-up ideas emerge. Activists and social
movements around collective issues relating to environmental change will form an
essential component o f the empirical research setup due to their potential to generate
campaigns that make journalists engage with structurally important social and policy
choices.
Having established the value o f focusing this research project on the realities of post
socialist Central and Eastern Europe (CEE), the chapter explained the choice of Bulgaria as
the context for its empirical research component. This was facilitated by the fact that
Bulgaria offers a legitimate study ground for understanding both the complexities o f the
post-socialist change in society, and the impacts o f a neoliberal discourse on them; by my
relatively better access to the necessary media decision makers, and my fluency in the
Bulgarian language. Concerns about potential methodological risks associated with the
choice o f Bulgaria were explored but also ruled out.
Based on a list o f criteria, including commitment to Western journalistic standards, type of
ownership and outreach, the selection o f two mainstream media organisations have been
selected as empirical research placements were explained: Capital weekly and BTV.
Further information regarding the structure of ownership and history o f both media
The set o f data collected during the empirical research phase o f the project in Bulgaria
included interview transcripts, field notes, published works and materials produced by
journalists participating in the study, as well as photographic images and material evidence
from the research field. Data was processed by means o f qualitative research software
NVivo alongside a grid o f knowledge categories. A description o f the categories was
provided which links them to the chief theoretical questions o f the proposed survey.