2. Uses of Content Analysis by Purpose, Communication Element, and Question PurposeElementQuestionUse Make inferences about the antecedents of communications SourceWho?Answer questions of disputed authorship Encoding process Secure political & military intelligence Analyze traits of individuals Infer cultural aspects & change Provide legal & evaluative evidence Describe & make inferences about the characteristics of communications Channel Analyze techniques of persuasion Analyze style MessageWhat? Describe trends in communication content Relate known characteristics of sources to messages they produce Compare communication content to standards RecipientTo whom? Relate known characteristics of audiences to messages produced for them Describe patterns of communication Make inferences about the consequences of communications Decoding process With what effect? Measure readability Analyze the flow of information Assess responses to communications Slide 8.1A

3. Uses of Content Analysis by Purpose, Communication Element, and Question PurposeElementQuestionUse Make inferences about the antecedents of communications SourceWho?Answer questions of disputed authorship Encoding process Why? Secure political & military intelligence Analyze traits of individuals Infer cultural aspects & change Provide legal & evaluative evidence Describe & make inferences about the characteristics of communications ChannelHow? Analyze techniques of persuasion Analyze style MessageWhat? Describe trends in communication content Relate known characteristics of sources to messages they produce Compare communication content to standards ReceiverTo whom? Relate known characteristics of audiences to messages produced for them Describe patterns of communication Make inferences about the consequences of communications Decoding process With what effect? Measure readability Analyze the flow of information Assess responses to communications Slide 8.1B

4. Uses of Content Analysis by Purpose, Communication Element, and Question PurposeElementQuestionUse Make inferences about the antecedents of communications SourceWho?Answer questions of disputed authorship Encoding process Why? Secure political & military intelligence Analyze traits of individuals Infer cultural aspects & change Provide legal & evaluative evidence Describe & make inferences about the characteristics of communications ChannelHow? Analyze techniques of persuasion Analyze style MessageWhat? Describe trends in communication content Relate known characteristics of sources to messages they produce Compare communication content to standards ReceiverTo whom? Relate known characteristics of audiences to messages produced for them Describe patterns of communication Make inferences about the consequences of communications Decoding process With what effect? Measure readability Analyze the flow of information Assess responses to communications Slide 8.1C

5. Uses of Content Analysis by Purpose, Communication Element, and Question PurposeElementQuestionUse Make inferences about the antecedents of communications SourceWho?Answer questions of disputed authorship Encoding process Why? Secure political & military intelligence Analyze traits of individuals Infer cultural aspects & change Provide legal & evaluative evidence Describe & make inferences about the characteristics of communications ChannelHow? Analyze techniques of persuasion Analyze style MessageWhat? Describe trends in communication content Relate known characteristics of sources to messages they produce Compare communication content to standards ReceiverTo whom? Relate known characteristics of audiences to messages produced for them Describe patterns of communication Make inferences about the consequences of communications Decoding process With what effect? Measure readability Analyze the flow of information Assess responses to communications Slide 8.1

6. Zipf's Law v Expressed mathematically, the probability for any individual item is: where P n is the frequency of a word ranked nth and a is almost 1. Slide 8.2

7. Analysis Maps in Content Analyses Slide 8.3

8. Values in Communication v Isolating Values v Determining Values in Messages Slide 8.4 v Isolating Values v Determining Values in Others’ Messages

9. Methods to Extract Values Ê Listen for words that openly state values Ë Listen for negative words Ì Find unstated values behind stated beliefs Í Look for unexpected omissions Î Look for connotative language Ï Look at evidence sources Ð Note proportions Slide 8.5

10. Background v v January 1963: – – Governors Orville Faubus and George Wallace oppose integration of public schools arguing for nullification and interdiction v v March 1963: – – Sheriff Eugene “Bull” Connor turns fire hoses on young people to prevent their registering to vote v v July 1963: – – FBI spreads rumor of planned riots during the march on Washington planned for August 28, 1963 Slide 8.6

11. Values Analysis of the “I Have a Dream” Speech of Dr. Martin Luther King Jr. vLvLvLvLook for words actually used vCvCvCvCompare to expectations for such a message Slide 8.7

12. Positively Stated Values Negatively Stated Values Total Freedom, free 22 Not free, oppression 3 25 Brotherhood 7 Exile, discord 7 14 Pursuit of happiness 6 Poverty, default 6 12 Life 1 Physical violence 10 11 Justice 6 Injustice 3 9 Equality 2 Segregation 6 8 Faith, pray, God 7 Slide 8.8