Political Science 3324F/G Lecture Notes - Lecture 11: Content Analysis, Polysemy, Hermeneutics
5 Dec 2016
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Words: determining frequency of certain words can reveal emphasis, style of writing, overplaying of certain events: search for pairing keywords words that are frequently linked. Subjects and themes: underlying (latent) content in addition to manifest content. Value positions: when researcher is seeking to demonstrate that the writer of a text has taken a certain value position. Two main elements to a content analysis coding scheme: designing a coding schedule and creating a coding manual. Coding schedule: form that data is entered on. Advisable to conduct a pilot study to identify difficulties and enhance quality of coding scheme: pretest for consistency between coders (inter-coder) as well as intra-coder reliability. Ethnographic content analysis allows for greater refinement for those categories. Hermeneutics: analyst of text must seek its meaning from the perspective of the author, considering social and historical context. Passive audiences do they passively accept the meanings that authors or designers infuse into their texts.
