RTV 3405 Lecture Notes - Lecture 3: Social Desirability Bias, Content Analysis, Dependent And Independent Variables
12 Apr 2016
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Critical/cultural studies: close readings of media and messages, researchers examine meaning (surface and hidden, often have normative standards as assessment tool, logic and insight are used to arrive at conclusions. E. g. - shaping values related to class, ethnicity, and gender. Focus on means of production that meet the basic needs . Content analysis: descriptive; cannot determine casualty or effects, content analysis is. Objective: should be able to reanalyze data and come to same conclusion. Systematic (rules ensure inter-coder reliability: things to consider: Manifest (explicit) content vs. latent (implied) content. To sample or not: random sample. Every member of a population has an equal chance of being chosen. Content analysis of smoking in 2010 films. Coding and reliability: units of analysis. Surveys: random sample of population is best. If random: has to be representative in order for findings to be generalizable: important of survey design. Self-reported data (may not know or remember)
