CMN 3103 Lecture Notes - Lecture 8: Content Analysis, Research Question
1 Nov 2018
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Content analysis: analysis of patterns, themes, biases and meanings of the content. Examples: text and written documents, movies, webpages, facebook, tv, etc. Video example: the simpsons tv show highlighting stereotypes of what americans believe canadians are like/what canada is like. Words, including the pairing of certain words: e. g. , women/politics, etc. Subjects and themes: this includes both manifest and latent content, e. g. , the subject of women in politics," and whether gender stereotypes are invoked and implied. Positive or negative view: e. g. , the subject of multiculturalism". There can be problems with the content analyzed: e. g. , authenticity, credibility, representativeness. Potential for invalid conjecture, especially in discussions of latent meanings: example: harry potter and the chamber of secrets dobby . It is difficult to answer why?" questions using this method. Comparison of a small number of cases: typically two or several cases, small n analysis (n is the number of cases) Cases: countries, provinces, tv channels, etc.
