Methodological Approaches

This chapter outlines the research design and engages with key considerations that guided the conduct of this study. It provides a detailed account of the methods employed, including thematic analysis, textual analysis, critical discourse analysis, and in-depth interviews, highlighting how these approaches align with the study’s objectives. Additionally, the chapter elaborates on the selection of research participants, case studies, recruitment techniques, and general sampling strategies, offering a comprehensive overview of the methodological framework. A key feature of this study is its integration of methodological and theoretical perspectives through an interdiscursive analysis, as outlined by Norman Fairclough. His analytical approach focuses on examining genre, style, and discourse—concepts that align closely with the research questions of this study. I use these approaches to investigate how women communicate online, how they represent their lived realities, and how they navigate their social and personal identities. By merging these perspectives, the study captures the complexities of women’s digital engagement, reflecting the interplay between discourse, representation, and action in online spaces. The chapter also addresses my position as a researcher, reflecting on the potential influence of my ‘insider’ perspective and the measures taken to mitigate bias throughout the research process. I further justify my choices of case studies, demonstrating how they collectively contribute to the coherence and contextual depth of the study.