2. COMM 250 Agenda - Week 8 Housekeeping TP3a – Due Today (June 3) C1: Returned – Discuss Answers C2: Outline a Paper - Due 6/5 (Team Help!) Lecture Survey Research, continued Textual Analysis ITE5

3. Review: The Research Process Conceptualization Start with / Develop a Theory and Hypotheses Planning & Designing Research Selecting Variables of Interest (IV, DV, Control vars) Operationalize all Variables (i.e., How to measure the vars?) Design a Study to Test Hypotheses Methods for Conducting Research Plan the Study and Collect the Data Analyzing & Interpreting Data Run Statistics and Interpret Results Re-Conceptualization Back to the Drawing Board

4. Three (3) Units of Analysis Individuals Likely Voters, College Students, Taxpayers, Catholics, Children under 18, Lawyers Artifacts Magazine Ads, Newspaper Editorials, TV Shows, Inaugural Addresses, Trees Groups Political Parties, Universities, States, Counties, Churches, 100-Level Classes, Forests

5. (Method #2) - Textual Analysis Purpose: To Describe / Interpret a “Text” Can Literally be a Written “Text” Can Also be an Image, Recorded Message, etc. Four Major Approaches Rhetorical Criticism Performance Studies Interaction Analysis Content Analysis

6. Rhetorical Criticism “A systematic method for describing, analyzing, interpreting, & evaluating the persuasive force of messages embedded within texts” Uses / Purposes Explain the purpose of a message Understand historical, social, & cultural contexts Used as social criticism Aid theory building To teach persuasion

7. Rhetorical Criticism Types Classical Rhetoric (public speaking – Aristotle) Contemporary Rhetoric (many types) Eg.: President Bush’s Rhetoric Pre- and Post- Sept. 11 The Process Choose a text Choose a specific type of rhetorical criticism E.g., Historical, Biographical, Genre, etc. Analyze the text based on the method Write the critical essay

8. Interaction Analysis Used to describe and analyze human interactions Types Examine interaction styles Examine types of statements The Process Choose a sample (of interactions to analyze) Choose a method or set of categories (e.g., Bales) Unitize (define a “speech utterance”) Analyze the Data Write it up

9. Interaction Analysis – Example Bales’ “Interaction Process Analysis” Categories: 1. Shows Solidarity 2. Shows Tension Release 3. Agrees 4. Gives Suggestion 5. Gives Opinion 6. Gives Orientation 7. Asks for Orientation 8. Asks for Opinion 9. Asks for Suggestions 10. Disagrees 11. Shows Tension 12. Shows Antagonism

10. Content Analysis To identify, enumerate, & analyze occurrences of specific message characteristics in texts Types Qualitative CA (Meaning is key, not # of times) Quantitative CA (to answer specific questions) The Process Selecting the Texts Determining an “Observation” Developing Content Categories Training Coders Analyzing the Data (including intercoder reliability) Describing the Results

11. Content Analysis - Example Magazine Alcohol Ads Size of Ad Brand Advertised The Presence or Absence (1 vs. 0) of: the Product (or the number of times product is represented, or its size in the ad) # of Human Models (Age, Gender, Race) Activity (Activity, is Drinking Portrayed?) Setting (Indoor, Outdoor, None) A Range of Specific Themes & Appeals

12. Content Analysis – Example Alcohol Ad Themes: Wealth & Affluence Achievement & Success Conformity Medicinal Benefits Self-Reward Information Foreign Setting Humor Close Friendship Tradition or Heritage Camaraderie Quality Religious Symbolism Sexual Connotations Hedonism Relaxation Impress Others Love or Romance Special Occasions General Success Individuality Physical Activity

13. In-Class Team Exercise # 5 Produce a Team Version (only): Suppose your team is very interested in the content of technology ads (in general interest magazines) Create: 1. A set of categories detailing the “Objective” components of any ad (including ad size, use of human models, setting/pictures) 2. A set of general “themes and appeals” that are, or might be, used in technology ads in magazines Think of them as “Appeals to ________” Come up with at least 10 themes ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Deliverable : a written version