SCS 2150 Lecture Notes - Lecture 22: Content Analysis
20 Aug 2016
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30 multiple choice (60%) and 2 long answer (40%) Words, including the pairing of certain words (women/politics) Subjects and themes, including both manifest and latent content. Designing a coding manual (the list of instructions that says what is to be coded, the categories subsumed under each dimension, the numbers that correspond to each category, and general guidance) The categories must be mutually exclusive and exhaustive. Pilot testing will reduce risks of error. Interpretative (understanding the meaning of the content) Typically starts from theory (uses the deductive approach and reviews previous studies) Conceptualization and operationalization (variables, unit of analysis) Data (random or non random, population, etc) Computer program searches and codes text (search of keywords) Manifest content is explicitly presented or identi ed (direct references) Latent content is implicit, and is not immediately obvious. Exible and can be used with several kinds of unstructured information. There can be problems with the content analyzed (authenticity, credibility, representativeness)
