SOC221H5 Chapter Notes - Chapter 10: Content Analysis
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Reactive research: people being studied are aware that they"re being studied. Nonreactive research: people are unaware that they are being studied. Text in the context of a content analysis is anything written, visual, or spoken that serves as a medium for communication. Four characteristics of text content are: frequency (counting how often something occurs, direction (positive/negative, support/oppose, intensity (strength/power of a message in a direction, space (size of a text message/amount of space allocated) Identify the main difference between manifest and latent coding, giving an example of each. Latent coding: interpretive, when a researcher identifies subjective meaning: ex. themes such as pride or happiness. Manifest coding: obvious, a list of specific words, phrases, or symbols: ex. Blue, polish, nails, bio-gel all words that appear in a beauty magazine. (remember: manicure = manifest!!: define intercoder reliability. When a researcher uses several coders, checking for consistency by asking them to code the same text independently, then checking consistency across the coders.
