CMN 2101 Lecture Notes - Lecture 5: External Validity, Grounded Theory, Content Analysis
25 Jan 2018
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Document Summary
Content analysis: any systematic procedure devised to examine the content of recorded information; or a research technique for making replicable and valid references from data to their context. Comparing media content to the real world . Assessing the image of particular groups in society. Establishing a starting point for studies of media effects. Different researchers may use varying definitions to measure a single concept. Many topics or characters receive little exposure in the mass media. Content analysis is frequently time-consuming and expensive. Important when trying to maintain objectivity when analyzing media content. Conclusion validity: responds to the question: is there a relationship between any two variables including, possibly, the independent and dependent variables, the credibility with which we can make that inference is the conclusion validity. We cannot validly infer that any relationship two variables is casual without examining internal validity.
