International Encyclopedia of Communication Online

Extract

Action-implicative discourse analysis (AIDA) is an approach to analyzing talk or text in a social context. This method of → discourse analysis , developed by Karen Tracy in 1995, views communication as composed of different practices in which communicators are problem-solvers. People reflect on what they did (or would do) in interaction, and they respond to interactional problems and challenges they experience (or anticipate experiencing) with the aim of working toward what they think would create the best situation. AIDA is conducted in close relationship to grounded practical theory ( Craig & Tracy 1995 ), a view of inquiry that contrasts with scientific perspectives that seek to describe, predict, and control “what is” in the world. AIDA, like practical theory more generally, is concerned with providing opportunities to discuss what “ought to be.” AIDA's primary focus has been on analyzing communication as a practice ( Craig 2006 ), usually in institutional settings. AIDA works by reconstructing the complex of participants' problems and their situated ideals regarding the practice in question through close examination of conversational moves and strategies. Practice can refer to specific communication actions that cut across situations, such as “intellectual discussion” ( Tracy 1997 ) or “negotiation” ( Agne 2007 ). It can also refer to activities identified by specific ... log in or subscribe to read full text