CMN 2101 Lecture Notes - Lecture 6: Content Analysis, Deep Structure And Surface Structure, Surface Roughness

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: Mohammed El Hashash

Document Summary

Defined: systematic examination and interpretation of material for the purpose of identifying patterns, themes, biases, and meanings. Materials examined include: written documents, magazine articles, tweets, books, field notes, etc, transcripts (televised, radio, interviews , etc. ) Is content analysis qualitative or quantitative: both. Qualitative aspect involves interpretations of communicative texts being studied. Quantitative aspects involves counting and coding texts: manifest content (quantitative) Surface structure: those elements that are physically present and countable: latent content (hidden) Deep structure: interpretation/contextualization and meaning of those physical elements: *both forms tend to be used during content analysis*