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As a discourse analytic method, its home is the research area of Language and Social Interaction (LSI), though it has also been used in research areas such as argumentation and interpersonal, group, and organization communication. Its aim is to reconstruct and make arguments about discourse practices that reveal and manage communication challenges people face in identified situations, specifically how those practices shape the normative ideals about that situation. AIDA\u2019s roots are in discursive psychology, interactional sociolinguistics, conversation analysis, and critical discourse analysis, all of which influence four interrelated key features. One is that the data for analysis is typically recorded and transcribed talk. Analysis considers not just what people say but also how they talk and interact with other speakers. Details of talk and interaction such as overlapping speech, pauses, repetition, false starts, emphasis, intonation, and sound particles (e.g., \u201cuh,\u201d \u201cmhm,\u201d \u201cuhuh\u201d) have potential analytic significance. Decisions about how much to record and how detailed to make the transcription are influenced by three other key features of AIDA: the naming of discourse\/communication practices, its rhetorical-normative impulse, and the usefulness of ethnographic background. Naming a discourse\/communication practice helps frame the situation in which it is found. AIDA\u2019s rhetorical and normative impulse is that it assumes communicators seek to achieve multiple goals in articulated situations which inevitably compete and therefore create interactional problems and challenges, often in the form of dilemmas. Furthermore, those goals invariably involve displaying the self and altercasting others\u2019 identities in some group, institutional, or community context. Thus, some moral compass, or normative guide, shapes how people manage those goals and seek to achieve them. Ethnographic background in forms such as field notes, interviews, and institutional documents helps situate the practice under study and is necessary for interpreting the transcribed talk. Like decisions about transcription amount and detail, the type and amount of ethnographic background will be influenced by articulation of the practice, the situation of interest, and the relevant group, institution, or community. AIDA is an inductive approach that may nonetheless be guided by theoretical concepts. Nascent hunches born with fitting theoretical concepts (e.g., as face\/facework, politeness theory, membership categorizing, argumentation concepts) may furnish\u2014to varying degrees\u2014a project using AIDA, but AIDA ultimately seeks to formulate theoretical propositions or new and interesting claims about situated communication practice. 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