WEEK 6 - 12.1 textual/ content analysis Flashcards
discourse analysis
an interpretative analysis that explores the way in which languages, and ideas give meaning to social practices or institutions.
content analysis
systematic quani/quali analysis of the content of a text to uncover its meanings, and intentions.
quanitative content analysis can’t …
look at the effects on audience
the social, political, and economic context
intention
what makes content analysis unique
systematic analysis of textual information
‘unobtrusive’
content analysis is unobtrusive- what does this mean?
eliminates some threats to validity like reactivity
access to study objects is easier
not restricted on time dimension
content analysis in terms of validity
eliminates threat to validity like reactivity (because texts can’t know they’re being observed)
quanitative content analysis focuses on (..) content
manifest
- frequency and valence of word
qualitative content analysis focuses on (..) content
latent
- interpretation of meaning
quanitative content analysis
systematic and quanitative description of manifest content
- bias free and replicable
- explicit and consistent rules and procedures
steps of content analysis
- unit of analysis and case selection
- population and sampling
- defining content categories
- unit of measurement (recording unit/ unit of content)
- coding process
content categories
mutually exclusive vs. exhaustive
manifest vs. latent
intensity vs. valence
deductive => ? => ?
deductive => a priori codes => closed coding
inductive => ? => ?
inductive => grounded codes => open coding
qualitative
symbolic units
discrete units of languages (words, sentences, articles)
referential units
physical or temporal units (events, people, objects)
