ACCTG 1 Lecture Notes - Lecture 26: Deeper Understanding, Content Analysis, Surface Weather Analysis
Document Summary
Content analysis is a research technique for objective, systematic, and quantitative description of the manifest content of communication" (berelson, 1952, p. 18) Content analysis is any research technique for making inferences by systematically and objectively identifying specified characteristics of messages" (holsti, 1968, p. 601) Content analysis is deductive, you set this up before you do the analysis. Diagnostic (issues, problems and sources) e. g. violence in the media. Wants to say something about the audiences reaction/ hypothesizing media"s effect. If you cannot analysis the source itself (e. g. a journalist) you can analysis the material, they produce. Can be applied to anything (tv broadcasts, picture, tweets etc. ) Replicable research can be carried out in repeat. How do you relate this to other theories: operationalisation measures coding categories. This is where coding manual is created which analyse the media. Lower reliability, ore training a coder may need.
