CMN 2101 Chapter Notes - Chapter 11: Content Analysis, Data Analysis
5 Mar 2016
School
Department
Course
Professor
Document Summary
Content analysis is one of the most commonly used research methodologies by scholars dealing with media and communication. This is because it can measure human behavior, assuming, that is, that verbal behavior is a form of human behavior. Content analysis deals with actual behavior by people talking with one another, by characters in films, tv, etc. Content analysis is a research technique for the systematic classification and description of communication content according to certain usually predetermined categories. It may involve quantitative or qualitative analysis, or both. o! Technical objectivity requires that the categories of classification and analysis be clearly and operationally defined so that other researchers can follow them reliably. o! Content analysis itself provides no direct data about the nature of the communicator, audience, or effects. o! Content analysis may be defined as a methodology by which the researcher seeks to determine the manifest content of written, spoken or published communication by systematic, objective, and quantitative analysis. o!
