Term
| Brief Description of Content Analysis |
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Definition
| systematic, objective, quantitative analysis of message characteristics |
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Term
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Definition
| 1) Attention to objectivity- intersubjectivity 2) priori design 3) reliability 4)validity 5) generalizability 6)replicability 7) hypothesis testing |
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Term
| Content Analysis as Scientific |
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Definition
• Science is Positivistic
o Auguste Comte
• Attitude: optimistic- very well intention
• Method: science applied to human meaning
• Neo-Positivism, largely revised to adapt to human meaning |
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Term
| CA as objective- inter-subjective |
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Definition
o Objectivity
o There is a reality out there that exists independent of our perception. (INDEPENDENT REALITY)
• Only can reach through our 5 senses
sharing of multiple subjects on a perspective.
• We may not know the real reality, but coming together as a group and agree is as close as we will get
Agreement on reality
Mirror Neurons: ( valid form of evidence)
• Emotional contagion: human beings share subjectivity. Brains are firing in the same way. |
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Term
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Definition
o Critical decisions are made in advance ( based upon studies that have already been made) ( not remaking the wheel..using a slight change)
• Variables
• Measurments
• Coding Rules
o REVISION IS OKAY! |
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Term
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Definition
Reliability: “ a measuring procedure yields the same results on repeated trials. CONTENT ANALYSIS is RELIABLE!!
o Intercoder reliability is the degree to which two or more human coders agree. |
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Term
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Definition
o Use Random Sampling: a process that gives each case in a population an equal chance of being selected in a sample.
• Define a POPULATION
Example: 182 episodes of the tv show scrubs
• Sample Frame
Give each episode a number to 182
• Draw a sample
Put numbers in a barrel, and pull out 30 numbers. Pull one number, write it down then put it back and do it again. |
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Term
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Definition
o Repetition..
• Repeating with different cases.
• Repeating in a different context
• Repeating to see if similar results
o Reports must be detailed enough to allow replication. |
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Term
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Definition
o Hypotheses are drived from theoretical systems
o Hypotheses are tested deductively
• Major Premise-all men are mortal
• Minor Premise- Socrates is a Man
• Conclusion- Socrates is mortal
o Hypotheses are falsified or not falsified, never confirmed. |
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Term
| Hypothesis Testing: General |
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Definition
| Scientific Method for measurement with different variables and exam the different relationships between the variables. |
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Term
| Messages as Unit of Analysis |
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Definition
• Unit of Analysis (Conclusions)
o The element on which the data is reported |
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Term
| Messages as Unit of Observations |
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Definition
• Unit of Data Collection (Observation)
o The elements on which a variable is measured.
• Example: in class exercise. Individual characters on show.
• Variable: a phenomenon that varies
• Level: particular manifestation of a variable. |
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Term
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Definition
| • Produce a numerically based summary of a chosen message set. (pg. 14) |
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Term
| Quantitative Versus Empirical |
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Definition
o Quantitative: reducing characteristics of a text to numbers to show trends, make comparisons, or show relationships.
• Two Relationships:
Positive relationship( get more of one thing and get another thing, less of one thing, less of the other thing)
negative relationship ( more of one thing, less of another) |
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Term
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Definition
| • Summarizes rather than reports all the details of message set. |
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Term
| CA as Applicable to All Messages |
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Definition
• Mediated: messages that are transmitted by a device interposed between source and receiver
• Non-mediated: messages experience face to face
• Individual Messages: single individual, with the typical goal of making some inference to that source. ( speaking to yourself)
• 1) INTERPERSONAL MESSAGES:
o Communication that acknowledges the intent of the messaging to reach and be understood by a particular source
• Mediated (phone, email, facebook)
o Small Groups
o Couples
• 2) Mass Communication:
o messages intended for a relatively large undifferentiated audience
o Applied Contexts: improving the predictive power within a certain message arena |
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Term
| CA as analyzing messages characteristics |
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Definition
• Manifest versus Latent Content
o Manifest: elements that are physically present and countable
o Latent: concepts that cannot be measured directly but can be represented or measured by more than one indicator. ( thing it is an indicator of )
Manifest Content (Messages)-> Sender
Manifest Content (Messages) -> Receiver
Sender-> Receiver=== Culture |
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Term
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Definition
• Used at high rates
• Hard to detect
• Very social
o Broca’s Area
o Mirror Neurons
Example: We, Use, Not, Them, or, it |
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