Week+12+Content+Analysis - Coding in Content Analysis...

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Content Analysis as Content Analysis as Method Method Week 12
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What is Content Analysis? -Study of human artifacts (television shows,  magazines, web pages, etc.) -Can study the current time, or draw from archives to  study a phenomenon over time or at a historical  moment -In communication research, content analysis is well  suited to questions of how the content of media might  affect those who consume it
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How to start a content analysis 1. What is your research question? 2. What is your unit of analysis? 3. How will you sample from the range of available artifacts? 4. How are you operationalizing your variables? 5. How will you code your findings?
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Unformatted text preview: Coding in Content Analysis Manifest Content: What is easily viewed/recorded because it is most obvious (ex: How often certain words are mentioned) Latent Content: Underlying meaning (ex: In what context are those words seen/heard most often? Strengths of Content Analysis Cheap—can be conducted by a student on their own or in small groups Unobtrusive—the subject doesn’t change because it is being studied Errors can be easily Processes can be studied over a long time period Weaknesses of Content Analysis Limited to recorded artifacts Limited appropriateness...
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