SOC309H5 Lecture Notes - Lecture 6: Consumerism, Erving Goffman, Cultivation Theory
Document Summary
The overspent american: advertising and enterainment normalize consumption most people cannot afford ex. soap opera"s or friends portrays people who don"t have great jobs living in an expensive appartment in manhattan or soap opera shows expensive lifestyle. Research paper due on nov 12 combined qualitative and quantitative analysis: discourse analysis, three options, magazine advertising, news framing, propoganda and persuasion in political communication quantitative and qualitative coding description and analysis. Davis on personal advertisments: qualitative (systematic coding without enumeration); Steps to carry out a discourse analysis: define the research problem (set by the assignment), select units of analysis (i. e relevant content, obtain a sample content, operationalize variables and code of the content. Make sure that you define your codes clearly and apply the same criteria in all cases. prepare a coding shceme! E. g. variable (theme) environments as a resource. Time/space devoted to units sllows inference about their important. Count appearences. allows inference about importance of the unit.
