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Jonah Lehrer Apology Strategies

Decent Essays

CHAPTER III
RESEARCH METHODS

This chapter discusses the methods used in the study. It consists of research design, data and data source, data collection and data analysis.
3.1 Research Design This study uses descriptive qualitative as a research design. The aim of this study is to describe the apology strategies by Lehrer on his plagiarism scandal in 2013. The writer uses qualitative approach because it deals with the natural phenomena of apology strategies used by Jonah Lehrer on his apology speech. This study is included into document or content analysis because it analyzed the utterances produced by Lehrer.
Moreover, this study belongs to descriptive qualitative method because it describes the type of apology strategies and connotative words taken from someone’s utterance. The core of the research is about the process and its meaning.
3.2 Data and Data Source The data of this study …show more content…

Therefore, there are some steps in analyzing the data. First, the writer identifies the types of apology strategies used by Lehrer. Second, the writer identifies categories and subcategories of apology strategies. Third, the writer classifies types of apology strategies by putting tables to give a detail data concerning the number of apology strategies on the types, categories and subcategories. Fourth, the writer analyzes the sentences in Lehrer’s speech by interpreting each sentence which is uttered by Lehrer on his apology speech regarding the connotation theory that proposed by Leech (1974) to know how the connotative words help repairing his reputation. Fifth, the writer looks at the key words on each utterance and interprets them. Sixth, the writer presents the table containing comparison between denotative and connotative meaning of each word. Last, the writer makes conclusion based on research

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