COMM 1000 Lecture Notes - Lecture 2: Content Analysis, Likelihood Principle, Ice Cream
16 Nov 2018
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Document Summary
Take a unique event and very thoroughly seek understanding. Seek to understand the power in any given situation. Collect data that are descriptive, rich in detail. Work in the field or in the lab. Employ advanced statistical techniques to uncover patterns. Goes into every study statements of what to find. Ex. younger age more violent not accurate. Systematic analysis of content of communication messages. Purpose: to describe type of behavior (or frequency) Ex. how many women breastfeed in europe vs united states. Ex. black women/men vs. white women/men on television. Code certain behaviors make assumptions on content being based on behaviors. Come up with definition make results. Can only study material as it occurs (no manipulation) May be bias dont want to be perceived in certain way. Need good questions wording in a way people understand. 1 to 5 (sometimes go up to 7) Good way of understanding if people don"t care. Do you think it"s dull and catchy.
