COMM 1 Lecture Notes - Lecture 15: Reductionism, Rhetorical Criticism, Conversation Analysis
23 May 2020
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Embed an iv manipulation into what otherwise would be a normal survey: ex: the effects of question wording (iv) on responses (dv) Systematically, quantitatively examining the content of communication. Important procedures: sampling, define population of interest. Identify unit of analysis for coding ( recording unit ) Describe how much/what kind of certain messages there are (e. g. sex on tv; types of tweets) Assess image of particular groups in media. Purely descriptive: cannot explain why the content is that way, cannot conclude anything about effects of the messages. Very reductionistic reduces a complex phenomenon to a few key variables in a study: reduces content to code-able concepts only. Qualitative types of massage analysis (contrast with content analysis: subjectively analyze comm messages, e. g. media content, conversations, rhetorical criticism, write critique of form, language, imagery, delivery of speeches/pop culture. Ex: use of metaphors in a presidential speech.
