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After marking (coding) all these indicators of linguistic strategies, findings from the quantitative analysis were compared to findings from the qualitative analysis. For instance, if in the close reading analysis it was found that Google often uses the word “new” to describe its products, this finding was checked with findings from the quantitative analysis to, firstly, ensure that indeed “new” was used more often than other words (and this conclusion was thus not the result of confirmation bias), while, secondly, it could also be examined if and when other words were used a similar amount of times. This would help to interpret the meaning of an often-occurring word, such as “new”. During the close reading phase, words and phrases were merely coded, while during the interpretation phase, the findings were considered in context to gain deeper insights in the used language and its implications for maintaining, reinforcing, weakening or constructing power relations. I will discuss the findings and interpretation in the next chapter. 33PDF Image | peek into the discursive construction of the Google Search Algorithm: A critical discourse analysis
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