Jackson, S. (1986). Building a case for claims about discourse structure. In: D. G. Ellis & W. A. Donohane (eds.). Contemporary Issues in Language and Discourse (pp. 129-147). Hillsdale: Erlbaum
Experimenters observe a number of individually uninteresting people in order to make general claims about individual human processes; discourse analysts observe a number of individually uninteresting messages in order to make general claims about rules or other social structures.
What is analytic induction?
The aim of discourse analysis is to discover “rules, patterns, properties and structures of natural discourse”. In order to do so, the discourse analyst proceeds as follows: (1) gathers many, many examples of what he or she believes are instances of a certain phenomenon; (2) the data is then used to build up, “inductively”, a hypothesis; (3) tests the hypothesis on the examples previously gathered; (4) searches for counter-examples. This method is named analytic induction.
Note, first, that the data need not be “real” – that is, it can be either gathered from the field or made-up – since what we need to establish is a claim about the underground structure, not about one or another instantiation of that structure. In that under-ground, the analyst needs to identify a rule or a pattern. One way of identifying such rule is to point to the fact that disregarding that rule produces (noticeable) abnormality. In other words: the rule is there since language users can detect its being disregarded. If we can find instances when the rule is not obeyed and the discourse/exchange runs normally, then we must reformulate our rule.
As neat as this may sound, the method has often been contested, especially by the ones used to the explicit rigour of quantitative research. As Jackson puts it: “to many critics, the lack of an organized body of principles indicates a lack of method” (p. 130). Jackson’s answer to this is that the abovementioned critics confuse methodology with procedure.
Method as argument
And most empirical researchers do: they try to apply the principles of the field (design and analysis procedures) as accurately as the experiment itself allows. They use control groups, randomness, they identify the independent variable(s), sample the population accordingly etc. If this, and maybe more, is achieved, then the research is acceptable.
A different view of methodology would consider these as upper-crust results of what is in fact a deeper-level problem. “Specific design and analysis procedures are seen not as guarantators of correct conclusions, but as routinized solutions to argumentative problems” (p. 131). What argumentative problems? The kind of problems a researcher would have with someone that does not accept his claim. A researcher, it would seem, is part of a difference of opinion just like any other layperson: it is a scientific difference of opinion, but a difference of opinion nonetheless. The researcher will expect counter-arguments, will expect its claims to be problematized.
In experimental science – be it social or of any other kind, so long as it deals with (causes and effects) of behaviour – these kind of counter-arguments have been routinized. The lines of argument that should undercut an antagonist’s position have been established and agreed upon: to simplify, “manipulate one variable and hold all other constant” is the deal. (Here, Jackson, points to the similarity of this and J. S. Mill’s method of difference). Of course, this can hardly ever be done in social sciences, where the similarity of principle between two human individuals is not something one could count on. The problems specific to social sciences are addressed with an eye on the same principles. For the counter-argument “inequality prior to treatment produced the effect”, for instance, or any other “rival causal claim” type of attack, a standard reply is the replication of the effect across many individuals and lack of bias in the assignment of cases to groups. Standard and routinized as they may become, of course, it is their result that matter not the procedures themselves; therefore, the design responses might be (and sometimes have been) changed over time. It is the argumentative resource that matters, not the way one exploits it. And the kind of resource one needs to access depends on (1) the kind of claim he makes and (2) the kind of criticism he is prepared to address.
It is now clearer why, according to Jackson, discourse analysis – or qualitative discourse research – is not the weird schoolboy from the back of the class. The simple fact that its procedures do not enjoy the widespread acceptance of quantitative method does not mean that they do not fight the same battle against the Generalized Sceptic. Analytic induction must take each claim on its own individual merits and, Jackson claims, insofar as it rests on data just like any normal survey, it is empirical in the fullest sense.
If the deeper structure of experimental research is a philosophical view about causation (J. S. Mill’s, for instance), the deeper structure of analytic induction “might be characterized as the nature of social structure” (Jackson, 1986, p. 133). One such structure – especially presumed in linguistics – is the interpretive structure. In their quest for explanations, social researchers presume that there is a common interpretation, a common view of language which him and his subjects/language users share.
Supporting the clam
But data sources and transcribing conventions do not define the practice of discourse analysis or of analytic induction any more than the use of random-digit dialling defines the practice of surveying.
First, surely, one must ask: “What claim am I supporting?” And this is not the question of “what type of claim” because there is no ready-made typology. This is the question of: “How clear am I?”, “What terminology am I using?”, “What would support/refute the claim?” etc. One would think this preparatory requirement is sufficiently obvious, yet as Jackson points out:
In the popular image of discourse analysis, the typical research report is a series of interesting examples of dialogue separated by an editorial comment or two. And this image is not wholly without basis.
Unless one can track down the claim, the evidence is merely aligned after a certain fashion. But it can also be the case that the claim is fairly specific, but still not empirical in its scope. Another kind of claims Jackson identifies as “merely a proposed name for an as yet unidentified set of events” are the ones that go like “There is a general class of utterances which … and which are prompts, hints, conditional disclosures etc.”
Jackson adds:
An appropriate thesis should refer to what was discovered, not to what was attempted, what was observed, or what was identified. […] What makes a statement empirical is not its topic or its form but its illocutionary force: It must commit the speaker to the existence of some state of affairs.
[Now, to be perfectly strict about it, Jackson is being rather vague here. There are plenty of claims (in a pure assertive form) that commit the speaker to the existence of some state of affairs that are not empirical because of other reasons. So, for instance, “There is a neurological connection between your childhood memories and your desire of sex” does posit the existence of some state of affairs – but that does not make it empirical. And you can add all negative existential statements to this class, starting with Wittgenstein’s duel with Russell about the hippopotamus in the room!]
But then Jackson spills the bucket all over the floor while cleaning:
As has often been noted (?!), this commitment on the part of the analyst is genuine only if the state of affairs can be either true or false, that is, if the statement is falsifiable as well as verifiable.
Regardless of who noted that (and how often) there is no scientific statement which is falsifiable as well as verifiable. Universal statements are not verifiable and particular statements (existential or otherwise) are not falsifiable. That doesn’t mean that any one of them can be – as Jackson says it – “right or wrong”. As far as the commitment goes, such meta-language predicates are applicable. But there is no method of doing both – verification & falsification for the same claim.
Using examples
So how do examples support claims in qualitative research? They certainly do not work in quantitative research; if your claim is about what happens, or about what usually happens, or typically happens, then examples cannot do much. But for “structural claims”, as Jackson calls them, claims about social structure, they might just work because examples can refute! Take a claim about what needs to be the case in order for a certain episode to be recognized as X. If your fellow researchers have said: this must be the case, then one simple example where this is not the case but the episode is recognizable as such and such will suffice.
[Here, again, Jackson goes further than I would recommend. She mentions how examples can “demonstrate that anything other than an answer following a question will receive special treatment” (p. 139). Of course, if this is turned into a 100% empirical claim, then it is a universal one and examples cannot do much. What examples can do is (a) refute the claim that “All non-answers following questions receive normal interpretation” (b) support to a certain degree that a rule does exist such that non answers receive special interpretation]
Jackson’s third category of the use of examples is just another instance of refutation , this time, about the basis for conversational interaction: “a single well-chosen example argue[s] that whatever rules organize conversation cannot operate simply on a linear, turn-by-turn basis”.
The fourth category “concerns the interpretive prerequisites for communication” – in other words, that language users make sense of conversation because there is some sort of principle they know of and on which they implicitly agreed. These are claims of the type: “They, i.e. the users, assume such and such” Again, what examples can do, is definitely refute the opposite claim – that there is no such assumption – and lend some support to what that assumption is. Jackson spells this out, maybe unwillingly, when she describes one of the instances of this partial support as a remedy against social phenomena being “difficult to explain”. And this is, indeed, what it boils down to: since T1 is not the case, and we’ve shown this by examples x, y, z, then one explanation of the phenomena in question might be T2, moreover since our examples are consistent with it. The examples, however, do not demonstrate, but merely suggest or establish provisionally the accuracy of T. So when she says that the examples
serve as evidence for general claims, either by establishing a social fact that remains unexplained if the claim is untrue, or by ruling out the logical opposite or theoretical alternative to the claim,
what I’m saying is that they cannot but do both each time, and that only the latter part is empirical. But I do agree with her when she says that examples, in this case, are more than mere illustrations.
Jackson finishes with an argument that both hypothetical and natural examples can serve an empirical purpose and their use depends on the claim the researcher tries to establish.
Conclusion
Method is not procedure, procedure is necessary but not sufficient, leave discourse analysis alone! Etc.
If discourse analysis is to contribute importantly to communication theory, it must go beyond a mere fascination with the possibility of observing structure in natural conversation.