Development of a social scientific study of morality, cutting across various disciplines and methodological approaches, is proposed. Drawing on both quantitative methods associated with content analysis, and the more naturalistic methods of discourse analysis, the authors outline a new methodfor the coding of moral discourse at three levels of analysis: (1) by the sides taken in the dispute, topics introduced, the "voice" of the moralizer, and key words used, (2) by the "stances" moral claims-makers take, which are conceptualized from a dramaturgical perspective, and (3) by the claims-making "appeal" made by moral rhetoric, whether to logic, feeling rules, or other claims. The first level of analysis, now well established, is illustrated by detailed examples from empirical data published elsewhere. The second level of analysis, well advanced in application, is illustrated by briefer selections. The third level of analysis is still in development. Its explanation here is useful because this journal reaches a wide range of social scientists, and the authors welcome suggestions from diverse disciplines in their efforts to develop a reliable method for the analysis of moral discourse.
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