Abstract
The aim of this research was to test Transana, a Computer-Assisted Qualitative Data Analysis Software (CAQDAS), for teaching different research methods. We used semiotics, ethnographic analysis, and visual sociology to evaluate a TV commercial with a class of media studies students. We developed a specific combination of video-recording, editing tools and software to record, analyse and present audiovisual data using Transana, which was used to study the video and interviews. The use of this software helped with transcribing, coding, and retrieving visual and audio data, and generally facilitated the collective analysis of the subject and benefited the accuracy of investigation. We believe that CAQDAS could be used for instructional purposes and that its visual interface could improve the teaching process for semiotics and visual sociology for students in media studies; however, it requires the availability of proper video-recorded data.
