Research Designs I. Use analysis of text to shed light on attitudes - PowerPoint PPT Presentation

Sep 10, 2023 •148 likes •253 views

Content Analysis Research Designs I. Use analysis of text to shed light on attitudes and values of the source McClellands analysis of childrens fiction as a measure of achievement motive Dodds- Danforth study of

Content Analysis – Research Designs • I. Use analysis of text to shed light on attitudes and values of the source • McClelland’s analysis of children’s fiction as a measure of “achievement motive” • Dodds- Danforth study of “happy” lyrics, blog posts, and State of the Union messages • Race-ethnicity of criminal suspects in local news as an indicator of prejudice 2
• II. Using content of news reports messages to assess causes of news programming, e.g. importance of market forces • Comparing public broadcasters and commercial broadcasters for extent of hard-soft and international-domestic coverage • Comparative analysis of niche versus generalist sources (e.g. Wall St Journal vs. NYT) • Partisan vs non-partisan sources 3
• III. Examining content to make inferences about effects of messages on behavior • Suicide notes • Diplomatic cables and onset of war • Candidate rhetoric and vote share • Infotainment and market share 4
Stages of Content Analysis • (1) Identify relevant sources, identify the population of messages (op eds vs news; front- page news, etc., and draw a sample) • (2) Develop content categories • Categories guided by theoretical-conceptual considerations (e.g. market forces make news organizations over-produce soft news; campaign news dwells on “horse race” and strategy at the expense of policy) 5
Coding Scheme • Content categories to reflect underlying concept – soft news, objective news, news as negative (bad versus good news), reliance on official sources, etc etc. • Categories should be exhaustive and mutually exclusive • Categorization process to be independent, i.e. categorization of any given message should not depend on categorization of previous message 6
• Intro – statement of the problem, why this is relevant/important; Table of Contents theory and hypothesis • Outline your research design/strategy – sample of news sources, coding scheme, inter- coder reliability • Presentation and interpretation of results • Discussion-Implications 7
Unit of Analysis and Reliability • What gets coded – words, sentences, paragraphs, entire news report • holistic coding; roles played by men and women in advertisements; treatment of minorities in entertainment programs • Issue of inter-coder reliability; have multiple coders categorize the same messages 8
Presentation of Results • Tabulate results of coding – word counts, percentages, column inches • Interpret results in terms of theoretical expectations 9
Online Databases Lexis-Nexis includes >500 daily newspapers, magazines, Blogs, and some transcripts of TV programs http://lib.stanford.edu/lexis-nexis-academic 10

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