Flashcards in 6 - Content Analysis Deck (20):
qualitative description of characteristics of communication
what is counted in content analysis?
words (frequency and word pairings), subjects/themes (interpretivist, looking beyond manifest to latent), value positions (ideologies, beliefs, principles)
coding involves _____ and ______.
coding schedule (the form onto which data are entered) and the coding manual (the set of instructions that includes all possible categories for each dimension to be coded)
potential pitfalls in devising coding schemes
-mutually exclusive categories
-clear instructions (what factors to take into account when assigning codes)
-clear unit of analysis
ethnographic content analysis follows recursive/reflesive movement between concept development, sampling data, data collection, coding data, and analysis
involves constant discovery and constant comparison
science of signs that seeks to uncover hidden meanings. sign/signifier, denotative meaning (manifest) and connotative (yellow light = speed up to beat red light)
analysis of text must seek meanings from perspectives of author, considering the social and historical context within which text was product.
hermeneutics was influential in the formation of ____ and has much in common with ______.
interpretivism, Weber's verstehen.
cause-and-effect, generalizations that allow people to perform everyday tasks. naturalism, positivism
meaning of words, utterances, pauses, etc
how words relate to one another
assumptions of CA
-talk is structured
-talk is forged contextually
-analysis of grounded theory
features of conversations
turn taking (shared codes)
adjacency pairs (first pair assumes other part of pair is forthcoming)
some responses are clearly preferred to others
emphasizes the way versions of the world, of society, events, and inner psychological worlds are produced in discourse. puts less emphasis on naturally occurring talk.
how is DA generally realist?
it denies the existence of an external reality
how is DA constructionist?
gives priority to the versions of reality propounded by members of social settings. entails a selection of many possible interpretations of a given solution.
advantages of content analysis
+in most quantitative focus, it is a very transparent research method
+replication is thus relatively easy
+allows for longitudinal analysis
+unobtrusive, non-reactive method
+highly flexible method, applicable to several different kinds of unstructured information
+permits the study of social groups that are difficult to access
disadvantages of content analysis
-can only be as good as the documents it explores
-almost impossible to devise coding manuals that doesn't require at least a little interpretation by researcher
-problems of interpretation, especially with identifying latent meanings
-not as useful in answering "why questions"
-accused of being atheoretical