A Grounded Theory Analysis

Abstract

Grounded theory methodology is a qualitative approach that allows researchers to set aside previous research and focus only on the project at hand. The previous research is then used to help give context to the findings. It is gaining use, but is still rare, in journalism and mass communications research. Using grounded theory methodology, the authors seek to contribute to theory that addresses the representation of Hillary Clinton during her public life and trailblazing political career. News stories about Clinton broadcast on the three major TV networks—ABC, CBS, and NBC—from 1993 to 2008 are examined. The authors find that two primary representations emerge: Clinton as an innovator and Clinton as voiceless. Voiceless is an inherently negative representation, and although innovator is a positive theme, the news media tended to focus on representations of Clinton in negative stories.