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3 February 2010 Lecture

3 February 2010 Lecture - 3 February 2010 Lecture...

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3 February 2010 Lecture Clarification: Longitudinal Survey Research Panel (cross-sectional time-series) study: re-interview the same respondents at multiple points in time Trend Study: interview separate samples of respondents at different points in time Cohort study: interview samples of different age groups at one point in time Content Analysis Allows researcher to describe the nature of the content of communication in a systematic and rigorous fashion The results of content analysis alone do not allow one to empirically test the effects of that content Content analysis can help us to develop or refine theories of media effects Content Analysis Process Hypothesis: News images of the Afghanistan are more positive than news images of Iraq Determine “population” of interest: US news programs at a time when US was actively engaged in war in both Afghanistan and Iraq Determine sampling frame: All major network news programs in 2007 Random sample of news segments: Sample, shows, days, minutes Determine coding scheme and method Determine inter-coder reliability Conduct analysis and record data
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