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20_content - Content Analysis Final paper due on last class...

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Content Analysis
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Final paper due on last class day Exam 3: Monday of exam week
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Today: content analysis What is it? Types of content analysis Steps in content analysis & Elements of good content analysis
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Examining Artifacts and Archives Archives are preserved products of human endeavor Archived documents are often studied by content analyzing them.
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Content Analysis Content analysis is a systematic, objective and quantitative method of measuring the manifest meaning of symbols .
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Types of Content Studied with Content Analysis Types of symbols Text Visual Photos, video, design, art Audio Nature of meaning Manifest Latent
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  Content   Ant ecedents     Content   Individual and   Social Effects   Centrality of Content
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Current Project To what extent is city government covered in metropolitan news sources (blogs and other websites, tv, radio, daily, weekly newspapers)? What economic and political variables are associated with the degree and nature of city government coverage in metropolitan areas?
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Types of Content Analysis Purely descriptive What percentage of instant messages between adolescents concern relationships? Comparison with a standard Is the racial make up of characters in TV sitcoms representative of U.S. society? Relationships: content=IV Does reporter gender affect sources used in news stories? Relationships: content=DV Are citizens in communities with higher levels of political news more likely to vote than citizens in communities with lower levels of political news?
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Content Analysis Example Purely Descriptive Cultural Indicators Project Since 1967 George Gerbner and colleagues E.g. Gender, age-role, racial stereotypes on television
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Content Analysis Example Comparison with a Standard Riffe, Goldson, Saxton, & Yu (1989) Content analyzed the characters in Saturday morning children’s programs for gender and race. The percentage of characters who were women or people of color was smaller then the percentage in the population, as determined by the U.S. Census.
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Content Analysis Example Content = DV Lacy (1987) Analyzed 114 daily U.S. newspapers to see if there was a relationship between intensity of competition and news content.
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