29 - Methods for ‘Applying’ Conversation Analysis

Summary

In this chapter, I reflect on how to go about applying Conversation Analysis (hereafter CA). When applying CA, we are concerned with the management of social institutions in interaction. However, the applied nature of our work means going beyond description, using the theories, principles, and methods of CA to address or ‘solve’ professional/practical ‘problems’ with roots or bases in interaction. For example, addressing public-health challenges, such as how physicians can resist ‘pressure’ for unwarranted antibiotic prescriptions during consultations for respiratory illnesses; or solving difficult or sensitive organizational tasks, such as how best to ask callers about their backgrounds in the service of ethnic monitoring on a telephone helpline. Here, the analyst is guided by professional/practical ‘problems’ or concerns. In the absence of existing guidance, I propose six key methodological steps for applying CA. These steps characterize the different kinds of ‘backstage’ and ‘frontstage’ work that support our attempts to address such ‘problems,’ and to identify and share ‘solutions.’ Along the way I provide illustrative examples, both historical and contemporary. Finally, I highlight some of the ethical and moral dilemmas we might need to navigate in the service of such work.