SOCIOL 2Z03 Chapter Notes - Chapter 16: Content Analysis, Five Ws, Curriculum Vitae
11 Sep 2018
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Document Summary
Introduction: content analysis is blending qualitative and quantitative approaches, examines communication in relation to society and relationships of individuals and their. In the past only used on written documents. What things need to be counted: depends on research question. In quantitative its usually specified in advance to guide selection of media and construction of coding schedule. Includes: words, subjects and themes, value positions. Interpretative approach required to code context of terms in subjects and themes: not just searching for manifest (obvious) content, looking for latent (underlying) content, probes beneath surface. If there is no manifest positions, are there latent positions: further level of interpretation to gather if the author had a certain value position, can discover positions through coding of ideologies, principles, beliefs. Coding: crucial part in content analysis, two main elements of content analysis coding scheme, designing a coding schedule, creating a coding manual, content analysis is normally interested in number of variables.
