Sentence Meaning and Speaker’s Meaning

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CHAPTER III METHODOLOGY

The researcher applied certain methodology to conduct this research. This chapter discusses the systematic process of the methodology that is used in this research. The discussion includes research method, research subject, research instrument, data gathering technique, data analysis technique, and research procedure.

A. Research Method

Qualitative research is the method that is used in this research. Ary, Jacobs, and Razavieh 2002 state , “Qualitative researchers seek to understand a phenomenon by focusing on the total picture rather than breaking it down into variables. The goal is depth understanding rather than a numeric analysis of data p. 25. ” The supported theory from Leedy Ormrod 2005 states that, “qualitative research focuses on phenomena that occur in natural setting – that is, in the “real world” and involves studying those phenomena in all their complexity p.133 .” Among the types of qualitative research, this research belongs to content analysis study. Ary, Jacobs, and Razavieh 2002 state , “Content or Document Analysis is a research method applied to written or visuals materials for the purpose of identifying specified characteristics of the materials text books, newspapers, speeches, television programs etc p.442 .” 28 The research is a descriptive research. Bungin 2007 explains that descriptive study involved an in-depth exploration of the object being studied. This research presented the analysis and description of the language meaning as the language phenomenon that exists in the society para. 68-69. This research is a descriptive research because it is an in-depth study of language advertising in some magazines such as Time, Newsweek, and Reader ’s Digest. In conducting the research, the researcher also applied library study. Library study is belongs to the secondary research because it is based on the secondary sources, especially other researchers’ books and articles. The researcher required some theories and references from other researchers and experts to analyze and describe the data.

B. Research Subjects

Time, Newsweek, and Reader ’s Digest magazines issued in January 2010 up to March 2011 were the research subjects. The subjects in this research were the display PSA that appears on those magazines. This research focused on the language that is used in the advertisements that gives images and descriptions about them. Advertisement is designed to promote a product, a service or an idea. Bogdan Biklen 2003 mention that, advertisements are included in the popular culture documents that have been studied in two ways: first, as a text where the transcripts of the show, lyrics and films are treated as field notes; and second, as art of studies where the interpretations of the viewers are a central part of the project p.129. 29

C. Research Instruments

The researcher is the primary instrument of this research. Lincoln and Guba 1985 firstly introduced the concept of human as instrument to the scientist, as compiled by Ary et.al 2002 “Because qualitative research studies human experiences and situations, researchers need an instrument flexible enough to capture the complexity of the human experience p. 424. ” It was supported by Merriam 2002 who explains that “a second characteristic of all forms of qualitative research is that the researcher is the primary instrument for the data collection and analysis. p. 5. ” Leedy and Ormrod 2005 also mention about human instrument that, “qualitative researchers believe that the researcher’s ability to interpret and make sense of what he or she sees is critical for understanding any social phenomenon p. 133. ” The supporting instrument for this study is document, as what is stated in the research methodology. This research deals with collecting data which considers using paper and note taking for observation. Those are the secondary instruments that are used to gather and analyze the data of the research. Merriam 2009 says, “collecting data could be done through interviews, observation and documents p. 86. ” The advertisements taken from Time, Newsweek, and Reader ’s Digest magazines were the documents considered as the instruments to this research. The advertisements provided the source of the language in advertising which would be observed and analyzed. In the next step, these documents then became the data being analyzed and discussed.