Research in arts and humanities heavily relies on textual analysis. Researchers in these domains regard media and cultural resources as texts to be analysed, such as music videos, social media material, and billboard advertising. The primary objective of a textual analysis is to gain a deeper understanding of the underlying messages, themes, and contexts within the text. Students specialising in arts and humanities and social sciences are often requested to conduct textual analysis as a part of their coursework or dissertation. While a qualitative approach is used in literature, a more quantitative method is employed in arts.

1. A guide for conducting a textual analysis
Research in arts and humanities heavily relies on textual analysis. Researchers in these domains
regard media and cultural resources as texts to be analysed, such as music videos, social media
material, and billboard advertising. The primary objective of a textual analysis is to gain a deeper
understanding of the underlying messages, themes, and contexts within the text. Students
specialising in arts and humanities and social sciences are often requested to conduct textual
analysis as a part of their coursework or dissertation. While a qualitative approach is used in
literature, a more quantitative method is employed in arts.
The following section is a step-by-step guide on conducting a textual analysis:
1. Defining the objective

2. Before you begin, you must identify your aim for conducting textual analysis. Are you
trying to understand public opinion on a specific topic, analyse the content of a novel, or
investigate the rhetoric used in political speeches? Clarity of purpose is crucial.
2. Select the Text
Choose the text you want to analyse. It could be a book, article, speech, advertisement,
poem, or any written/spoken material.
3. Read the text
Read the text multiple times to understand its content and context. Make notes of your
initial thoughts and reactions.
4. Identify the author’s purpose
Determine the author's or speaker's goal and purpose in writing the text. Examine what
they hope to achieve with this text.
5. Identify the Audience/Audience analysis
Determine your desired audience and evaluate how the text might be customised to
appeal to or persuade them.
6. Analyse the structure/ Structural analysis

3. Divide the text's structure into sections (for example, introduction, body, and
conclusion). Examine how the text is organised and whether it follows a pattern.
7. Analyse the language and style
Analyse the text's language and writing style.
Examine how literary devices, rhetoric, and other stylistic components were used.
8. Examine the tone and voice
Determine the text's tone (for example, official, informal, persuasive). Determine the
author's tone and how it adds to the overall message.
9. Identify the themes and patterns
Identify reoccurring themes or patterns in the text. Investigate how these themes
contribute to the meaning of the text and its relevance to your research issue.
10. Identify the main arguments and ideas
Find the main arguments or ideas offered in the text.
Examine the elaboration and substantiation of these claims.
11. Comparative analysis
Compare the text to other texts in your field of study that are similar. Highlight any
similarities, distinctions, and unique contributions made by the text.

4. 12. Interpret the text
Provide your interpretation of the passage's meaning, supported by evidence from the
text. Incorporate specific examples from the text to support your analysis. Construct a
persuasive argument that addresses your research question.
13. Discuss the significance and implications
Discuss the larger implications of your work within the context of your field of study.
Investigate the practical or theoretical implications of your discoveries.
14. Conclusion and future research directions
Summarise your results and analysis. Based on your study, suggest prospective future
research directions.
15. Citations and References
Cite the text you analysed using the appropriate citation style per your university
guidelines for assignment and dissertation (e.g., APA citation, MLA citation or Harvard
citation). Include a comprehensive list of references and citations for all sources used in
your analysis.
16. Seek feedback
Seek feedback from advisors, or professors to modify your analysis further.

5. Check out our study guide to learn