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Chapter 11

CMN 3103 Chapter Notes - Chapter 11: The Indian Express, Indian Cuisine, Haveli


Department
Communication
Course Code
CMN 3103
Professor
Peruvemba Jaya
Chapter
11

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Chapter 11
An Introduction to Content Analysis
ANALYSIS OF QUALITATIVE DATA
!Interpretative Approaches
o!Treat social action and human activity as text
!Social Anthropological Approaches
o!Analysis of field notes and other data
!Collaborative Social Research Approaches
o!Work with stakeholders
CONTENT ANALYSIS
!Systematic and objective
o!Manifest Content
!Physically present and countable elements
o!Latent Content
!Interpretive reading of underlying meaning
!Clearly content analysis is a methodology that can be used in both
qualitative and quantitative analysis.
COMMUNICATION COMPONENTS
!In Vivo Codes
o!Literal terms used by individuals under investigation
o!Represents behavioral process
o!Thus these codes come from the data itself.
!Sociological Constructs
o!Formulated by the analyst, they are coming from the
researcher.
WHAT TO COUNT: LEVELS OF ANALYSIS
!Words
!Phrases
!Sentences
!Paragraphs
!Sections
!Chapters
!Books
!Writers
!Ideological stance
!Subject topic
CLASSES AND CATEGORIES
!Distinguishing between and among persons, things, and events
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o!Common classes—used by virtually everyone
o!Special Classes—used by members of certain areas
o!Theoretical Classes—provides an overarching pattern
GUIDELINES FOR OPEN CODING
!Ask the data a specific and consistent set of questions
!Analyze the data minutely
!Frequently interrupt the coding to write a theoretical note
!Never assume the analytic relevance of any traditional variable
CODING FRAMES
!Organize data
!Identify findings
!Sort cases into the indicated subdivisions
!Interpret patterns from the organizational scheme & details from
interview questions
!Recurring themes and patterns
CONTENT ANALYSIS
!Strengths
o!Virtually unobtrusive
o!Cost effective
o!Trend identification over time
!Weaknesses
o!Limited to examining recorded messages
o!Ineffective for testing causal relationships
COMPUTER ASSISTED QUALITATIVE DATA ANALYSIS (CAQDA)
!Word Processors--create and transcribe text
!Text Retrievers--locate text in several files, e.g. Sonar,Professional,
MetaMorph
!Textbase Managers—organize, sort, and subset e.g.. Folio
Views,MAX.
!Code and Retrieve Programs—code and display coded sections, e.g.
QUALPRO,HyperQual2, The Ethnograph
!Code-Based Theory Builders
o!Code, retrieve, and develop theoretical connections e.g.:
Nvivo,QCA
!Conceptual Network Builders
o!Building and testing theory, creating graphic networks: e.g.
SemNet, Atlas.ti
NARRATIVE ANALYSIS
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