Methodology
The analytical framework concept for data analysis is Framing Theory (Benford/Snow 2000, Chong/Druckman 2007, Gamson/Modigliani 1989).
The project starts with a desk research of accessible statements and documents by key private and public actors. It involves a web and documentary survey of available materials from retailers, food manufacturers, trade associations, regulatory bodies and consumer associations. Electronic documents will be fed into interpretive data analysis software (atlas-ti or maxqdata). Frames will be analysed and coded inductively, using the software to create more fine-grained and multi-level patterns and to ease iterative fine-tuning of dimensions.
The second step includes interviews with ca. 20 key actors in the UK. Interviews will be semi-standardised and may include visualisation techniques. Analysis will proceed through software-based inductive coding.
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