Chapter 12 - Quantitative analysis of text. 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,. | Quantitative analysis of text Chapter 12 Study of texts or messages is central to the communication discipline Two data collection and analytical methods Content analysis Interaction analysis Content analysis A data collection and analytical technique Can make inferences by identifying specific characteristics of messages Manifest content Latent content Objective Carried out according to rules and procedures Systematic Identifying content to be coded Coding and interpreting content Generality Findings should have theoretical relevance Basic principles of content analysis Messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to allow for comparisons Evaluate the relevance of frequencies to the theoretical propositions supporting the study What can be analyzed? Sources, senders, or receivers of messages Functions or types of messages Message channels Content of messages Message effects Nonverbals cues . | Quantitative analysis of text Chapter 12 Study of texts or messages is central to the communication discipline Two data collection and analytical methods Content analysis Interaction analysis Content analysis A data collection and analytical technique Can make inferences by identifying specific characteristics of messages Manifest content Latent content Objective Carried out according to rules and procedures Systematic Identifying content to be coded Coding and interpreting content Generality Findings should have theoretical relevance Basic principles of content analysis Messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to allow for comparisons Evaluate the relevance of frequencies to the theoretical propositions supporting the study What can be analyzed? Sources, senders, or receivers of messages Functions or types of messages Message channels Content of messages Message effects Nonverbals cues or behaviors Sounds Visual images Webages Text messages, tweets Topics 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 differences If all messages cannot be coded, select sample Code messages into categories Interpret the results of the coding Selecting what to code Are the messages available or must they be created? Narrow the data set for the elements of interest May still need to sample elements Messages may have structural characteristics that need to be considering in sampling Developing content categories Theoretical or emergent What was said How message was said Categories must be Exhaustive Equivalent Mutually exclusive Be careful of using “other” as a catchall category Units of analysis Discrete element that is coded and counted Rules for identifying the unit should be explicit Complete thoughts or sentences Themes .
