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TO DO, 11.5• Matthew West – a devotional video by Dr. Ebersole• Turn in Chapter 8 quiz, folder up front• Pick up In-class assessment quiz , up front• Handout, chapter 8, up front• Handout, Message in the Music, Top 77 Songs: Is your favorite song on the list?• In-class: Discuss Content Analysis (FM Radio article, Gender Conversion
article – review these)• Remember to check Bb Gradebook: it is up-to-date• RQ/H returned before I leave for NCA next week.• On wed of next week, when I’m in Chicago, we’ll do a podcast followed by a
quiz• Dr. B with us this Wed, Message in the Music • Dr. E with us on Mon, Nov. 12, for Reality TV article. Your Bb discussion is
preparing you for his visit
What have you done?
• Read Reinard (chapter 8)
• Read POR (several articles)
• Took Reinard Quiz (chapter 8)
• Took in-class Quiz (chapter 8)
• Listened to podcasts (2)
Making Communication Knowledge Claims
Producers & Process
Messages Uses/Effects
Processes of message production, transmission, and meaning making
Contexts and LevelsIndividual, dyad, group or societal levels
e.g., News agencies, dyad, organization
Content or form of the communication messages
e.g., family talk, tv content and how it portrays Black/White relations
e.g., anti-smoking ads, why people watch RTV
Functions and effects of messages; opinions, beliefs, attitudes
Content Analysis
1. A form of textual analysis
3. When do we use it?
To Characterize Communication in Mass Media
In non-traditional settings
4. Advantages/Disadvantages (Krippendorf, 1980)
Making Inferences by systematically identifying characteristics in a text
• Unobtrusive• Accepts unstructured material
Advantages
• Studies the data in context
• Massive amounts of data
Disadvantages
MESSAGES IN TEXTS!2. Where? Politics, TV, newspapers
To “MONITOR” content:Q. Stereotypes against Hispanics/Asians?Q. Portrayal of Religious people on TV?Q. How gender roles are portrayed? Power?Q. Violence in cartoons?Q. Comparisons? (Internet Home pages)Q. CCM Cds? CWM? Jesus Merchandise?
Q. Church Bulletins?Q. Comments in the suggestion box?Q. Conversational Analysis? (dyad, group)Q. Eavesdropping (male/male & male/female)
No cause-effect
Sampling
Generalization
TO DO, 11.7• Devotional – Dr. Metts• Handout up front (Questions Dr. B will ask you)• Quizzes in “Return folder” up front for chapter 7 & 8 quizzes• Turn in abstract no. 1, up front, if you have it – if not, before 5 pm in my box
– Reminder: I need the full text of the article so I can verify your answers• RQ/H returned before I leave for NCA next week.
– I may ask for more of the article from some of you if what you gave me isn’t sufficient to determine if you answered correctly (check Bb announcements for more details)
• In-class: Before Dr. B arrives at 3:15, we’ll finish up the slide we started and chat about the Gender Conversion piece for a few minutes.
• Dr. E with us on Mon, Nov. 12, for Reality TV article. Your Bb discussion is preparing you for his visit.
• On Wed of next week, when I’m in Chicago, we’ll do a podcast followed by a quiz.• Last Elluminate Live test session is Thursday, 11.8, at 8-9 am. If you can’t make it for the
reasons announced in Bb, see me after class.• Reminder: if you have a question about a quiz question, no problem. Circle the question no.
you want to challenge, and send me an email explaining why you should get the point.
Content Analysis Procedures
STEP 1: Defining Population/Selecting Texts
STEP 2: Determining Units of Analysis (Krippendorf, 1980)
STEP 3: Developing Content Categories
STEP 4: The Coding of Units
STEP 5: Analyzing the Data
Sample or Census? If sample, is it representative? Size?
Physical Syntactical Referential Propositional Thematic
E.g’s(1) # of books written about a particularfield [communication] during different time periods; # pages; # articles; inches
(2) # of TV shows involving minoritiesas lead characters in 1970, 80, 90 2000.
E.g’s(1) counting words (or symbols): # of timesthe word “pro-life” appears in a speech.
(2) counting # of times communism orfree speech appears in a newspaper article
E.g’s(1) Presence or absence of objects within a physical unit (versus theunit itself)
(2) link words to referents; # of times positive words in articles about President Bush appear
E.g.Patterns of ideas or treatments (stereotypes)
(1) Racial stereotypes in TV sitcoms(2) Sexist stereotypes in The Roseanne Show(3) Violence on TV(4) Types of editorials in SAU paper
Form
Train coders Independent Observations
Qualitative“coding”
Quantitative“coding”
E.g.’sStatements made or argument units
(1) Arguments used by the President forgoing into Iraq
(2) Statements made by sources usedin an article
Filling a Gap in Research
Gender Differences in
Communication
Studies of Religious
Conversion
Gender Differences in
Communication of Religious Conversion
Mapping Known to Unknown
Studies of Religious
Conversion
Gender Differences in
CommunicationGender
Differences in Communication
of Religious Conversion
RQ - What is the relationship between gender and the way one shares his/her religious (Christian) conversion story/narrative?
Content Analysis Procedures
STEP 1: Selecting Texts
STEP 2: Units of Analysis (What are you counting?)
STEP 3: Content Categories (Where do you put it?)
STEP 4: Coding the Units
STEP 5: Analyzing the Data
Content of Contemporary Praise and Worship Songs
Top 25 lists from CCLI – from 1989 to 2005
Compared Top 25 from 1989- 2005 and found 77 songs in common
Syntactical (words, phrases)
Leitourgia Koinonia Kerygma
ThematicThematic
2 coders, trained, tested agreement on 10% of songs, then divided all 77
Content Analysis Procedures
STEP 1: Selecting Texts
STEP 2: Units of Analysis – What it is you are counting . . .
STEP 3: Content Categories Where you put it after you count . . .
STEP 4: Coding the Units
STEP 5: Analyzing the Data
What content is currently available on the WWW sites of FM radio stations?
List of all FM stations with websites? Make list “exhaustive”
Randomly select from list? 407 potential, out of 4000+ (365 final)
Syntactical units
Station Contact
Station Information
News / Entertainment
Other Features
Referential Units
Training of Coders ? Reliability Coefficients ?
Gender Conversion?
Content Analysis Procedures
Tone Terminology SourcesPositiveNegativeNeutral
PositiveNegativeNeutral
PositiveNegativeNeutral
How is the press covering President G.W. Bush’s recent foreign policy initiatives with Afghanistan (negative bias)
SAMPLE: all stories written by the New York Times and Washington Post during the week of December 2 - 12.
Press Coverage of Political Candidates
Viewer/Coder #1 Viewer/Coder #2
Intercoder/Interrater Reliability
Q. Is there “liberal bias“ in the press' coverage as it relates to photos of the Q. Is there “liberal bias“ in the press' coverage as it relates to photos of the candidates involved in the 2006 Michigan Gubernatorial Election? candidates involved in the 2006 Michigan Gubernatorial Election?
Design: The photos were evaluated along 5 measures. Each received a positive/negative/neutral rating along each of the following criteria:
Criteria More Favorable Less FavorableExpression Smiling, looking determined Frowning, looking sadActivity Speaking at podium, shaking hands Sitting, readingInteraction Cheering crowd, smiling or attentive
colleaguesAlone or with inattentiveothers
Background American flags, signs with candidate'sname, natural vistas
No identifiable background
Camera Angle Eye- level shots Shots from above
Content Analysis Procedures
Violence (Factor 1) Trust (Factor 2) Rich (Factor 3) Family Ties (Factor 4)Violence prone (-) Trust (+) Intelligence (+) Self-reliance (+)Drug use (-) Low Crime (+) Rich (+) Tolerance (+)Alcohol Abuse (-) Hard Working (+) Patriotis m (+) Strong family ties (+)Drug Dealing (-) Education (+)
Coding the Units
VIEW EACH EPISODE AND EVALUATE ALONG THE FOLLOWING:
Name of Sitcom:________ Episode: ________ Network: __________
Number of African American Characters? Caucasian? Hispanic? _____
Number of positive stereotypes _____ Number of negative stereotypes _____
Criteria More Favorable Less FavorableExpression Smiling, looking determined Frowning, looking sadActivity Speaking at podium, shaking hands Sitting, readingInteraction Cheering crowd, smiling or attentive
colleaguesAlone or with inattentiveothers
Background American flags, signs with candidate'sname, natural vistas
No identifiable background
Camera Angle Eye- level shots Shots from above
Content Analysis
ORIGINS
• 18th century, Swedish scholars counted the number of religious symbols contained in a collection of 90 hymns to see whether they were preaching against the church (Dovring, 1954-1955)
• 19th century, end of 19th century, scholars conducted quantitative content analyses of newspapers, e.g., counting the number of various types of articles in New York newspapers, showed shift in content from religious, scientific matters to gossip, sports and scandals
•McDiarmid (1937) content-analyzed presidential inaugural addresses in terms of the number of symbols used to promote national identity.
• WWII: researchers content analyzed music played on German radio to detect troop movement (Wimmer & Dominick, 1987)
Content Analysis Procedures
STEP 1: Selecting Texts
STEP 2: Units of Analysis – What it is you are counting . . .
STEP 3: Content Categories Where you put it after you count . . .
STEP 4: Coding the Units
STEP 5: Analyzing the Data
Racial stereotypes of African Americans portrayed in television sitcoms on major television broadcast networks
List of all sitcoms on networks? Which ones? What is a sitcom?
Randomly select from each network? From total number of episodes?
Thematic units (stereotypes)
Violence Trust Rich Family Ties
Physical Units
Training of Coders ? Reliability Coefficients ?
