DOWNEY, J. and STANYER, J., 2010. Comparative media analysis: why some fuzzy thinking might help. Applying fuzzy set qualitative comparative analysis to the personalization of mediated political communication. European Journal of Communication, 25 (4), pp. 331 - 347.
This article examines the benefits of fuzzy set qualitative comparative analysis (fsQCA) for comparative media research. It shows the advantages of fuzzy set theoretic thinking in examining the causes of a major feature of contemporary political communication research, namely personalization. The article has three parts. The first is a critique of the method adopted by Hallin and Mancini, a generally laudable and highly influential recent contribution to comparative media analysis. The second is a brief introduction to fsQCA. The third demonstrates the method’s usefulness by investigating the personalized character of mediated political communication.