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Content Analysis: (a) A Message-Centric Technique, and (b) An Integrative Approach

Content Analysis: (a) A Message-Centric Technique, and (b) An Integrative Approach. Kimberly A. Neuendorf, Ph.D. Cleveland State University Fall 2011. The Basic Communication Model. Content Analysis: A Focus on Message Characteristics. Content Analysis: A Focus on Message Characteristics.

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Content Analysis: (a) A Message-Centric Technique, and (b) An Integrative Approach

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  1. Content Analysis:(a) A Message-Centric Technique, and (b) An Integrative Approach Kimberly A. Neuendorf, Ph.D. Cleveland State University Fall 2011

  2. The Basic Communication Model

  3. Content Analysis: A Focus on Message Characteristics

  4. Content Analysis: A Focus on Message Characteristics

  5. Content Analysis: A Focus on Message Characteristics

  6. Content Analysis: A Focus on Message Characteristics

  7. Content Analysis: A Focus on Message Characteristics

  8. Bivariate Descriptive Content Analysis Findings From: Taylor & Taylor, 1994

  9. Content Analysis: A Focus on Message Characteristics

  10. Content Analysis: A Focus on Message Characteristics Direct Inference without backing is unwarranted!

  11. Content Analysis: A Focus on Message Characteristics • (Inference to source characteristics can be made only after substantial, repeated validations)

  12. Psychometric Content Analysis • Clinical Content Analysis • e.g., Gottschalk & Gleser (1969) scales (eventually incorporated into PCAD CATA program)

  13. Psychometric Content Analysis • Thematic Content Analysis • e.g., Thematic Apperception Test (TAT; McClelland, 1984)

  14. Content Analysis: A Focus on Message Characteristics

  15. Finkel, S. E., & Geer, J. G. (1998). A spot check: Casting doubt on the demobilizing effect of attack advertising. American Journal of Political Science, 42, 573-595.

  16. Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3), 19-33.

  17. An Integrative Model of Content Analysis:Linking Content Analysis to Source or Receiver Data or Findings

  18. An Integrative Model of Content Analysis:Linking Content Analysis to Source or Receiver Data or Findings

  19. An Integrative Model of Content Analysis: Logical Linking

  20. An Integrative Model of Content Analysis: Logical Linking Informs

  21. An Integrative Model of Content Analysis: Logical Linking Informs

  22. Johnson & Holmes (2009) conclude: • “With the media viewed as a major source of information for adolescents on issues they know little about (e.g., Bachen & Illouz, 1996), it is important to identify what information such media might be providing. From a social-cognitive theory perspective (Bandura, 1986, 1994), adolescents using films of this nature as a means to obtain information on what behaviors are successful in initiating and maintaining a relationship may find information on the former, but little on the latter. Films appeared to depict relationships as progressing quickly into something emotionally meaningful and significant, but there was little shown to explain how or why this was the case. Adolescents using these films as a model on which to base their own behaviors, expecting that in doing so their relationships will progress in kind, are likely to be left disappointed. Likewise, from a cultivation theory perspective (Gerbner et al., 1994), adolescents coming to view these representations as norms are likely to be left with an inaccurate impression.” (p. 368)

  23. An Integrative Model of Content Analysis: Logical Linking

  24. An Integrative Model of Content Analysis: Logical Linking Motivates

  25. An Integrative Model of Content Analysis: Logical Linking And Motivates

  26. An Integrative Model of Content Analysis: Data Linking Same 656 ads used

  27. McQuarrie & Phillips (2008): • The researchers studied magazine ads from between 1969 and 2002, using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. “Six aspects of ad style are examined: the proportion of space allotted to pictures, the amount of body copy used, inclusion of the brand name in the headline, incorporation of the brand into the picture, the layout of pictures and text, and the presence or absence of a stand-alone brand block. Using contemporaneous copy test data from the WAPB editions, we show that the style elements that became more common were those that had been more effective, and those that became less common were those elements that had proved less effective.” (p. 95)

  28. An Integrative Model of Content Analysis: Data Linking Same participants

  29. An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or Findings LOGICAL LINKING

  30. An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or Findings DATA LINKING

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