content anaysis- secondary research method Flashcards
What is content analysis?
a systematic analysis of content which allows sociologist to produce quantitaive dat from qualitative sources normally from media sourecs
what are gill’s 3 steps of content analysis?
1- decide which categories are going to be used
2-decide which media sourece we are going to used e.g television adverts
3-count the frenquency of each category
summarise lobban’s study?
used this approcah when examining gender roles in childrens books and found a clear pattern from the quantitative data that women were shown in sterotypical roles
summarise tuchman’s study?although what did sociologist not get?
portrayal of women on tv shows. although by producing quantitative data it did not allow sociologist to gain the meaning of why women were portryed in this way, and they used a limited number of tv programmes
summarise the glasgow media study?
looked at how migrants have been stigmatized
P-how does content analysis help with time and cost?
the mass media makes content readily avaliable and easy to access especially with mordern technology today
E- how do content analysis have minimal ethical concerns?
content analysis is in the public domain so no informed consent is needed as there are no participants involved in the research
how are content analysis reliable?
it can be repeated in the same way by another researcher in the same standardised manner
how does content anylysis lack verstshen?
because it focuses on numerical data and does not allow the researche to go in-depth and achieve verstshen
how could content analysis be inflexible?
because the researcher can only measure the catergories selected against the book/film making the research inflexible
how could content analysis lack validity?
newpaper, articles, tv news etc are subject to editing before being broadcasted and the research is able to be accessed which affects the validity of the data
