What type of methodology is typically used in the Interpretivist Approach?

The Interpretivist Approach in communication studies emphasizes understanding human behavior and social phenomena from the perspective of those being studied. This methodology is characterized by a focus on qualitative studies, which allow researchers to gain deep insights into individuals’ experiences, feelings, and interpretations of their social world. By conducting research in natural habitats, interpretivists aim to observe and understand communication in context, thus capturing the complexity and richness of human interaction. This approach is well-suited for exploring nuances in communication that numbers alone cannot convey, making qualitative studies essential for this methodology.