Chapter 2

Question 1

CA: Purpose:

Answer 1

Draws on social science, standards and guidelines for generating relational statements that describe and explain human behaviors. Science provides:

Question 2

Science provides:

Answer 2

Organizing and categorizing things a typology
predictors of future events
explanations of past events
sense of understanding about what causes events
the potential for control of events

Question 3

Goals of scientific processes

Answer 3

Theory building and testing

Question 4

3 characteristics of generating scientific knowledge:

Answer 4

Abstract, intersubjective, empirically relevant

Question 5

Abstraction

Answer 5

Is range of behaviors social science applies - independent of time or place

Question 6

Intersubjectivity

Answer 6

Means scientists need to agree on a concept means and validity of relationships among concepts

Question 7

Empirical relevance

Answer 7

Ability to compare theoretical statements with objective empirical data

Question 8

Replicate the empirical results of other scientists

Answer 8

Consistent results strongest validity

Question 9

If theories cannot be tested against measures of real phenomena

Answer 9

Validity cannot be established

Question 10

CA:

Answer 10

Draw conclusions from observations of content=
Set of procedures to make valid inferences from text
Reliability and validity - CA replicative and valid inferences from data to their context.
Quantitative CA is reductionist, sampling and operational that reduce communication phenomena to manageable data
Objective, systematic and quantitative description of the manifest content of communication

Question 11

View of centrality of content

Answer 11

Utility, power and precision of quantitative measurement.

= systematic and replicable examination of symbols of communication, assigned numeric values according to valid measurement rules, relationships involving these values using statistical methods to describe communication, draw inferences and infer from the communication to its context

Question 12

Systematic:

Answer 12

Generalisable empirical evidence
observation and empirical verification.

Question 13

replicable: science: objectivity and reparability

Answer 13

findings not influenced by researchers beliefs
reported exactly and fully
repeat the operations
process of defining concepts: operationalisation
coders examine individually or same?

Question 14

Symbols of communication

Answer 14

verbal, textual or images. meaning can vary from person- shared meaning is essential for groups

Question 15

CA applied to available materials and particularly for research problems

Answer 15

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Question 16

Numeric values assigned to represent measured differences in symbols

Answer 16

Element: validity of assignment rules and consistency of their application

Question 17

CA reduces the set of units to numbers to retain important information

Answer 17

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Question 18

Descriptive data: second goal of CA

Answer 18

Inferences about meaning or infer from the communication to its context, production and consumption. Inference testing. what was not observed based on what was observed?
Why question raised even in CA

Question 19

Quantitative CA

Answer 19

Wants to do more than describe.
Conduct research to answer questions. seek answer by inferring the meaning or consequences of exposure to content or inferring what might have contributed to the form or meaning.

Question 20

To draw these from consequences of consumption of content or production of content

Answer 20

Guided by theory

Question 21

Inference drawing

Answer 21

Target of interference the antecedents or consequences of communication.
conclusions of cause-effect relationships require particular research

Question 22

Issues of CA

Answer 22

Presence or absence of even an important symbol may be crucial to a messages impact
use both qualitative and quantitative methods

Question 23

Quantification leads to trivialization

Answer 23

problems are because they are quantifiable. precision at the cost of problem significance advances in computing capacity - difficult to ascertain if any set of tweets actually represents all relevant tweets.

Question 24

Another issue of CA:

Question 25

Distinction between manifest and latent content. Manifest: what you see is what you get
latent is reading between the lines
manifest: denotative meaning: meaning most people share latent: individuals or small groups to symbols.

Answer 25

Manifest: what you see is what you get
latent: is reading between the lines
manifest: denotative meaning: meaning most people share
latent: individuals or small groups to symbols.

Question 26

Advantages of manifest content:

Answer 26

Unobtrusive, non-reactive measurement technique. Messages are separate and apart from communicators and receivers. strong framework: researchers can draw conclusions from content evidence without access to communicators who may be unwilling to be examined. (Longitudal)

Question 27

Unlimited in its applicability to a variety of questions

Answer 27

Because of the centrality of communication affairs.

Question 28

Content analysis useful when:

Answer 28

Data accessibility is a problem, limited to using documentary evidence
Communicators own language is critical
Volume of material exceeds the capability