Chapter 16 Flashcards
What can be counted / analyzed?
words and the pairings of words
ex. feminist/spirituality
subjects and themes
ex. “women in politics” are gender stereotypes invoked or implied
value positions
ex. can take a positive or negative view on a debatable topic
Five W’s of Content Analysis
WHO does the reporting
WHAT gets reported
WHERE does it get reported
WHEN does it get reported
WHY does it get reported
Qualitative Content Analysis
involves a search for underlying themes
Ethnographic Content Analysis
emphasizes the context in which documents were generated
the researcher is constantly revising the themes or categories as data is examined
Hermeneutics
the meaning of a text involves the authors circumstances and the context in which the text was constructed
Quantitative Coding
codes are tags used to assign the data on each variable to a category of the variable in question
numbers are assigned to each category
Qualitative Coding
the process in which data is broken down into component parts, which are then assigned names
Coding Manual
a list of the codes to be used in the analysis of a particular data set
Coding Schedule
a form onto which the data is entered
Issues in Coding Schemes
categories must be mutually exclusive
categories must be exhaustive
instructions must be clear
unit of analysis must be clear
Conversation Analysis
examines how social order is created through communication
social order is achieved through interaction
Discourse Analysis
an approach to the analysis if talk and other forms of communication that emphasizes the way language can create versions of reality
broader and more flexible than conversation analysis
Advantages of Content Analysis
quantitative form is transparent and easily replicated
unobtrusive method
allows for longitudinal analysis
Flexible
overcomes social barriers to research access
Disadvantages of Content Analysis
limitations due to texts analyzed
inter coder and intra coder unreliability
difficult to answer “why”
potential for invalid conjecture
Emphasis on measurement may make it atheoretical in nature
Content Analysis
the systematic analysis of communication found in text, audio, video, or images
Can be quantitative, qualitative, inductive or deductive
