The previous edition did well in a busy market. Lifetime global sales are 6,000 and GBP107,000. The UK MAT an impressive 528.
It is used across the social sciences. The approach and accessible voice have been key to its longevity. It hasn't needed a quicker revision cycle - but it is now time to refresh.
The changes outlined below are clear and straightforward:
Structure and approach will not be altered.
Updated examples. CDA has always been a field where "classic" examples are used widely, but it's time to retire a few for the digital age (i.e. New Labour, tabloids).
More coverage of digital and social media texts throughout. CDA across the social sciences now needs the digital as central, rather than an additional chapter or approach.
More grounding and clarity on multimodal scope. Multimodal approach isn't a change, but we can do more to frame and signpost engagement with image/sound.
More discussion of mixing methods/approaches.
More explicit help on using material in chapters for designing research projects and answering specific questions.
The authors are working on their own detailed plan based on them and will engage with all aspects as directed.
If we bring the content up to speed while keeping the approach and voice as it is, we can ensure a strong first year and protect that MAT.
800 copies will match the 1E. It's cautious, but there are more competitors across visual and multimodal analysis now. CDA does well for us. We know where and how it sells, and international growth could well help us beat 800. For now though, 800 feels solid and achievable and GBP32.99 brings us close to AA.
