Multimodal methodology in the analysis of attitudes, motivations, perceptions and behaviors surroundinguniversity scientific activity
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The purpose of this paper is to explain the main contributions of multimodal methodology to the development of qualitative or mixed research. It integrated a study of social representations and analysis of emotions, with the use of the technology to capture facial features and later process them in a FaceReader application, for the analysis of attitudes, perceptions and behaviors around university scientific activity. The integration of traditional qualitative methodologies and visual methodologies has allowed a deeper analysis by studying the textual contribution of the participants, as well as non-verbal communication; making it possible to contrast both readings and analysis.
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