Regarding Feature Film as Direct Data

(Introduction) What does it mean to apply phenomenology to feature films? To look at film in a way that is both qualitative and quantitative. One example would be to examine cinematic representations of entrepreneurship and gender to find out how depictions of these two subjects or themes overlap.

(Context) Film is a powerful and engaging medium with significant potential to be analysed as data. I use a method based in film analysis which considers the film itself – dialogue, action, setting - as direct data.

(Justification) Traditionally, film has been analysed to provide examples that communicate existing concepts or theories. The use of film as a tool for illustrating theory is somewhat limited. In the method under discussion, analysis of the film data is guided using a strategy called ‘temporal bracketing’, structured and underpinned by an understanding of phenomenology.

(Goals and methods) I discuss this new method with detailed analysis of a single feature film, then move into a cross-case study. I further cross-compare it with a cluster of films on similar themes, that is, gender and entrepreneurship.

(Results) The results obtained in previous research were evaluated to demonstrate the ways in which gender intersects with entrepreneurialism and the way film captures these themes. The analysis surfaces multiple aspects of entrepreneurialism that otherwise have remained invisible or unnoticed.

(Conclusions) This approach offers an alternative way of using film as a qualitative (and quantitative) research method. The method is applicable to a wide range of fields, applications, research topics and problems, limited only by the films that have already been produced. One further note at this point would be that, to date, my use of this method has concentrated on films which are based on real-world individuals, further blurring the line between cinematic representations and the actual social world.