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Content Analysis

3 Pages

Course Code
Sociology 3307F/G
Georgios Fthenos

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ContentAnalysis & Unobtrusive Methods 26 Feb 2014 - content analysis: - examination and coding of documents and texts: printed, visual, aural, virtual - who writes/reports the info… - what gets written/reported? - where was it written/reported? - why is this issue written/reported? - when it gets written/reported? - most importantly, what is left out? - can be quantitative/qualitative (analyze data over a long period of time) - i.e. how Sports Illustrated women have changed throughout the years - i.e. lyrics to songs - what things can be counted (or otherwise analyzed): - words, including the pairing of certain words - i.e. feminist/spirituality, race/politics, rave/drugs, etc. - subjects and themes  look for themes in a transcript - this included both manifest/latent context - i.e. the subject of “women in politics,” and whether gender stereotypes are invoked or implied - value positions  positive/negative view - coding: - 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 - issues in devising coding schemes: - categories must be mutually exclusive (no over-lapping) - categories must be exhaustive (everything must be covered) - instructions must be clear - unit of analysis must be clear - pilot test will reduce risks of error - qualitative content analysis: - ethnographic content analysis: - differs from quantitative content analysis in that the researcher is constantly revising the themes or categories as the data re examined - emphasized the content in which the documents were generated - semiotics: science of signs (seek to expose hidden meanings in texts) - semiotics terminology: - sign  stands for something else - signifier  thing that indicates an underlying meaning - signified  meaning that is pointed to - denotative meaning  manifest/obvious meaning - connotative meaning  secondary meaning that arises with the denotative meaning - polysemy  recognizes that signs may be interpreted differently - the study of language: - conversation analysis: - applies to quantitative/qualitative methods - examines how social order is creating through communication - social order is an achievement not an objective pre
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