Interpreting Communication Research

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Interpreting Communication Research

Presentation transcript:

Interpreting Communication Research Chapter 7 Content Analysis

Introduction to the Method Content analysis is used to describe characteristics of messages There is some controversy over whether content analysis is restricted to manifest content vs. inferred content (p. 195)

Conducting Content Analysis Decide on which texts, census, a sample Decide on the units of analysis Physical units, e.g., books, television shows Syntactical units, e.g., symbols, words, metaphors Referential units, e.g., what the text is about, positive or negative accounts of X Propositional units, e.g., positions taken Thematic units, e.g., topics, like the use of racist or sexist themes

Content Categories A content category system must meet three criteria: mutually exclusive each item fits into only one of the categories equivalent general and specific categories are not mixed exhaustive every item fits into one of the categories

At the heart of content analysis are categories. A. TRUE B. FALSE

Validity of Content Categories Face validity the research claims that the categories reflect the attributes of the concept being studied Semantic validity Judges familiar with the area judge that items placed in a category have similar meanings Criterion-related validity Relationship found between categories and outcome Construct validity categories derived from theoretica l propositions(p. 197)

Coders Coders have no place in content analysis. A. TRUE B. FALSE