CMN 2101 Lecture Notes - Lecture 10: Denis Mcquail, Ethnography
5 Mar 2016
School
Department
Course
Professor
Document Summary
A key method for the analysis of contents and messages. Our opinions of media contents based on o! A specific type of content (adverts, news, etc. ) o! Content analysis is a research technique for the objective, systematic, and quantitative description of the manifest content of communication. " (berelson 1952:18) Manifest content: contents that are ostensible, readily available to our perception. (vs. semiotic analysis) Content analysis seeks to quantify content to say something about general meaning or implications of a particular kind of message. Looks for latent, singular occurrences within contents o! Looks for manifest, repeated occurrences within (a large body of) contents to say something about their meaning. First, the media institution is engaged in the production, reproduction and distribution of knowledge in the widest sense of sets of symbols which have meaningful reference to experience in the social world. Second, mass media have a mediated role, between objective social reality and personal experience. " (mcquail 1987: 51 .
