SCMA*2040 Lecture Notes - Lecture 8: Content Analysis, Social Class
Week 8: Content Analysis
Analyzing Data
Content Analysis
1. Choose A Topic - What is happening around us?
2. Choose Theoretical Framework
-Seek an appropriate context (eg. Feminism, education)
-Theory has primacy over method
3. Set Working Hypothesis
-Statement of area of examination and issue – (eg. words and inconsistent
actions
4. Determine Appropriateness Of Content Analysis Method
-Content analysis as sole, primary or supportive method (stated positions
are in print
5. Create Categories
-Provide a count (eg. Images in media)
-Categories that relate to perceived meaning (eg. Negative self image)
6. Defining Concepts
-Operational issue
-Meaning of terminology must be clear to all (eg. Social class)
7. Recording Methods (eg. Questionnaire)
-Word count (frequencies), evaluation of content
-When comparing samples must be proportionate (eg. 2 page vs. 100 page
article)
-(Questionnaire to the data)
8. Representative Sample - Each individual item is a case for study (eg. Library -
large population, group home – small population)
9. Perform the Research
-Tedious
-Remember Hypothesis throughout
-Tally the data (SPSS, Excel)
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