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Unformatted text preview: Content analysis Topic 21: November 22 nd Analysis is the analysis of communication Some form of communication : oral, visual or written We are not observing ppl’s behavior nor asking questions Taking the communication ppl have produced : some form of communication The words emphasized : Content analysis : any technique for making inferences by systematically…. slide Systematically : mean that content is included or excluded according to consistently applied criteria Objectively requires that the identification be based on explicit rules to ensure replicability What can we analyze? Content analysis can be performed on virtually any form of communication ( books, magazines, poems, songs, speeches, etc…) Provided : there is a physical record of the communication and the researcher can obtain access to that record Lasswell : a content analysis can focus on one or more of the following questions : “who says what, to whom, why , how and with what effect?” Content analysis can be used to : test hypotheses about the characteristics of...
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- Fall '10
- Structural Content Analysis