CONTENT ANALYSIS CAN BE FUN!

Steps to Completing a Content Analysis  Step One - Look at the Following Cartoons Several Times  Step Two - Use Induction to Identify Pattern(s)  Step Three - Develop a Coding Schema to Quantify Observable Patterns  Step Four – Record Observations

Steps to Completing a Content Analysis  Step Two - Use Induction to Identify Pattern(s)  Sensitizing Concept – Note that All slides address Gender Roles  Do slides reflect gender stereotypes?  Is there a message about gender roles?  Is competency portrayed?

Slides Gender Messages Depicts Gender Stereotypes YES NO YES Traditional Roles YES NO YES NO YES Portrays Which Gender? FBoth M M F Is Competency Portrayed? NO YES NO YES Results All but one of the slides portray gender stereotypes. In the two slides where men and women are portrayed crossing over gender roles, they are portrayed as less competent. Slide one focuses on a female stereotype..

Summary and Conclusions Generally, these slides depict and reinforce (1) gender stereotypes and traditional gender roles (2) the idea that crossing over gender stereotypes can lead to incompetency

Dr. Carol Albrecht USU Extension Assessment Specialist