CMST 2B03 Lecture Notes - Lecture 7: Content Analysis, Systematic Sampling, Scientific Method
29 Mar 2017
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The joy of interviewing texts: it"s about interviewing people, difference between this classroom and lecture hall: You"re at tables it"s quite open. Content analysis = a systematic analysis of texts (often media) in which manifest content is coded and counted using pre-established categories. A research technique for the objective, systematic, and quantitative description of the manifest content of communication : berelson, b. , 1952. A systematic analysis of texts in which manifest content is coded and counted using pre-established categories": bryman et al. , 2012. A research technique for making replicable and valid inferences from texts (or other meaningful matter) to the contexts of their use : kirppendorff,k, 2013. It applies to all examinations of message content. Anyone can do it; doesn"t take special preparation. Who says what to whom in what medium with what effect : lasswell. Systematic sampling of the texts required; it should be : comprehensive, random, equal chance of inclusion. In surveys the units of analysis are people.
