My attempt would be that, Discourse Analysis is a research method with a basis on an understanding that communication (semiotic/non semiotic) or language is shaped by underlying social and cultural structures. The discourse analysis may take different forms such as analysing language in use, assessing method (chosen words, metaphors etc.) and ability used to convey meaning. The other form which I believe is used in my choice study above considers not just micro interaction (assessing language) but mostly pays attention to the broad social and cultural context. In this case the context is men’s health in general practice.
The aim of this study is to explore “how the emerging patterns evident in public discourse around men’s health might be played out in more everyday settings”. The study used interview material to from a sample of GPs and nurses to evaluate among other things, how normative masculinity tendencies structures the health workers’ evaluation and construction of male patients.
The authors argue that this study having confirmed the patterns revealed in existing research such as men’s perceived low health seeking behaviour, should not be dismissed as having just uncovered health workers stereotype towards male patients. They go on to caution that stereotypes are powerful as they set the scene for what can be described in a particular context. In this instance the health workers interviewed demonstrated a contradictory structure by hailing hegemonic masculinity whilst on the other hand acknowledging it as a deterrent to negotiate health care. This phenomenon can pose challenges for health promotion.
