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Lecture Communication research: Asking questions, finding answers: Chapter 13 - Joann Keyton

After reading this chapter, you should be able to: Differentiate between manifest and latent content in content analysis, explain the basic processes for conducting a content analysis, identify appropriate uses of interaction analysis, explain the basic processes for conducting a research study using interaction analysis,. | Chapter 13 Analyzing Content Study of texts or messages is central to the communication discipline A variety of data collection and analytical methods Content analysis -- quantitative Interaction analysis -- quantitative Conversation analysis -- qualitative Copyright c 2001 The McGraw-Hill Companies, Inc. Content Analysis Both data collection and analytical technique Allows researchers to make inferences by identifying specific characteristics of messages Manifest content Latent content Copyright c 2001 The McGraw-Hill Companies, Inc. Content Analysis Objective Carried out according to rules and procedures Systematic Identifying content to be coded Coding and interpreting content Generality Findings should have theoretical relevance Copyright c 2001 The McGraw-Hill Companies, Inc. Basic Principles of Content Analysis A number of messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to . | Chapter 13 Analyzing Content Study of texts or messages is central to the communication discipline A variety of data collection and analytical methods Content analysis -- quantitative Interaction analysis -- quantitative Conversation analysis -- qualitative Copyright c 2001 The McGraw-Hill Companies, Inc. Content Analysis Both data collection and analytical technique Allows researchers to make inferences by identifying specific characteristics of messages Manifest content Latent content Copyright c 2001 The McGraw-Hill Companies, Inc. Content Analysis Objective Carried out according to rules and procedures Systematic Identifying content to be coded Coding and interpreting content Generality Findings should have theoretical relevance Copyright c 2001 The McGraw-Hill Companies, Inc. Basic Principles of Content Analysis A number of messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to allow for comparisons Researcher addresses the relevance of frequencies to the theoretical propositions supporting the study Copyright c 2001 The McGraw-Hill Companies, Inc. What Content Can Be Analyzed? Any message or aspect of a message that can be captured Sources or senders of messages Reasons for sending messages Channels messages are sent through Content of messages Message effects Recipients of messages Copyright c 2001 The McGraw-Hill Companies, Inc. Content Analysis Process Develop hypothesis or research question that calls for content analysis Select messages to be analyzed Select categories and units for coding Develop procedures for resolving coding decision differences Select a sample if all messages cannot be coded Code messages into categories Interpret the results of the coding Copyright c 2001 The McGraw-Hill Companies, Inc. Selecting What to Code Are the messages available or must they be created? Narrow the data set for the elements of interest May still .