Sociology 2206A/B Lecture 15: Content Analysis - Nov 13th
12 Mar 2015
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Document Summary
Semiotics terminology: sign stands for something else, signifier thing that indicated an underlying meaning, signified the meaning that is pointed to, denotative meaning the obvious meaning of a signified, connotative meaning secondary meaning that arises with the denotative meaning, polysemy recognizes the signs that may be interpreted differently. Readers: active or passive: do readers accept the interpretation at face value or do they read with critique and evaluation, do they re interpret what is written, social researchers interpret data through their own frame of reference, conclusions reflect interpretation of particular researcher snot all possible interpretations. Advantages of content analysis: in its quantitative form it is very transparent, and therefore easily replicated, it allows for longitudinal analysis, its is an unobtrusive method, it is flexible: it can be used with several kinds of unstructured information, overcomes social barriers to research access.
