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Interpreting Communication Research

Interpreting Communication Research. Chapter 7 Content Analysis. Introduction to the Method. Content analysis is used to describe characteristics of messages There is some controversy over whether content analysis is restricted to manifest content vs. inferred content (p. 195).

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Interpreting Communication Research

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  1. Interpreting Communication Research Chapter 7 Content Analysis

  2. Introduction to the Method • Content analysis is used to describe characteristics of messages • There is some controversy over whether content analysis is restricted to manifest content vs. inferred content (p. 195)

  3. Conducting Content Analysis • Decide on which texts, census, a sample • Decide on the units of analysis • Physical units, e.g., books, television shows • Syntactical units, e.g., symbols, words, metaphors • Referential units, e.g., what the text is about, positive or negative accounts of X • Propositional units, e.g., positions taken • Thematic units, e.g., topics, like the use of racist or sexist themes

  4. Content Categories • A content category system must meet three criteria: • mutually exclusive • each item fits into only one of the categories • equivalent • general and specific categories are not mixed • exhaustive • every item fits into one of the categories

  5. At the heart of content analysis are categories. A. TRUE B. FALSE

  6. Validity of Content Categories • Face validity • the research claims that the categories reflect the attributes of the concept being studied • Semantic validity • Judges familiar with the area judge that items placed in a category have similar meanings • Criterion-related validity • Relationship found between categories and outcome • Construct validity • categories derived from theoretica l propositions(p. 197)

  7. Coders • Coders have no place in content analysis. • A. TRUE • B. FALSE

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