JOUR 382 Lecture Notes - Lecture 5: Content Analysis
13 Sep 2016
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Chapter 12 - content analysis: understanding text and image in numbers. Content analysis: specific quantitative procedures for coding and counting media content. You can"t say (cid:710)this happened because of this(cid:711) for content analysis. A technique for describing the manifest content of communications: Quantitative : count occurrences of what you are interested in. Systematic : must count all relevant aspects of the sample. Objective : select units for analysis and categorized them using clearly defined criteria. Report the number of occurrences recorded for each category. Research questions that can be studied by content analysis and that can"t be. Have representations of the military on television changed since 9/11 : yes, you can do a content analysis. Are media representations of the military causing more people to enlist: no, you can"t explain causes with content analysis. Strengths: systematic and rigorous coding, research material usually readily available, research on human subjects not normally required, seeks to make generalizations about content.
