Sociology 3307F/G Lecture Notes - Discourse Analysis, Content Analysis, Conversation Analysis

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Can be quantitative/qualitative (analyze data over a long period of time) I. e. how sports illustrated women have changed throughout the years. What things can be counted (or otherwise analyzed): Words, including the pairing of certain words. Subjects and themes look for themes in a transcript. Examination and coding of documents and texts: printed, visual, aural, virtual. I. e. the subject of women in politics, and whether gender stereotypes are invoked or implied. Designing a code schedule the form where the data are recorded (spread-sheet) Designing a coding manual set of instructions to coders. Lists what is to be coded, the categories subsumed under each dimension, the numbers (codes) that correspond to each category, and general guidance for coders. Categories must be mutually exclusive (no over-lapping) Categories must be exhaustive (everything must be covered) Pilot test will reduce risks of error. Differs from quantitative content analysis in that the researcher is constantly revising the themes or categories as the data re examined.

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