11+Content+Analysis

11+Content+Analysis - CONTENT ANALYSIS Ron Sandwina, Ph.D....

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CONTENT  ANALYSIS Ron Sandwina, Ph.D. Communication Studies Department IUPUI
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Content Analysis Defined…. n “The systematic study of the content and quantification of the content and meaning of communication messages” (Hocking, Stacks, q Content analysis seeks to describe the characteristics of messages in texts. n Speeches, dialogue, conversations, newsletters, articles, and editorials, among others, are the potential texts that can be content analyzed.
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Uses of Content Analysis  n Description q Content analysis adds to the accuracy and precision of field observations. n Explanation q Content analysis allows for the measurement of independent and dependent variables such that meaningful comparisons can be made.
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n It is unobtrusive. n It accepts unstructured material, which observers categorize, unlike questionnaires and interviews which ask predetermined questions that limit a respondent’s answers. n
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This note was uploaded on 10/22/2011 for the course COMM G310 taught by Professor Sandwina during the Spring '09 term at IUPUI.

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11+Content+Analysis - CONTENT ANALYSIS Ron Sandwina, Ph.D....

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