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All about Content Analysis

All about Content Analysis. Minjuan Wang ED 690 EDTEC SDSU. What Analysis?. A technique that enables researchers to study human behavior in an indirect way through an analysis of their communications The analysis of the Written contents of a communication. Examples??

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All about Content Analysis

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  1. All about Content Analysis Minjuan Wang ED 690 EDTEC SDSU

  2. What Analysis? • A technique that enables researchers to study human behavior in an indirect way • through an analysis of their communications • The analysis of the • Written contents of a communication. • Examples?? • Review resumes from job applicants • Dream analysis

  3. Steps for Conducting CA • Find data and sampling • Generate coding scheme • P. 488 • Interrater reliability • Analyze!!! • Define terms • Knowledge construction, socializing, presence • Specify unit and analysis • Words, sentences, phrases, paintings, audio, video

  4. Let’s look at examples • Corporate Blog study • Blog study: collaboration • Socializationonline study • Let’s code together! • Choose one entry from one of the classblogs • Copy-paste to Word and then Code it together

  5. Quantitative Content Analysis • The frequency of occurrence of “people” and “taxes” in this campaign speech • Identify categories • Count frequencies of word occurrence & run statistical analysis

  6. Qualitative Analysis • Content Analysis • Identifying, Coding, Categorizing the primary patterns in the data • Interaction styles in online discussion: • Complexity of response • Question type • Levels of argumentation & negotiation • Socializing • Coding Scheme • Creates a scheme which clusters words and phrases into conceptual categories for purposes of counting

  7. Computerized Content Analysis • Adolescent Writings of Napoleon Bonaparte • Analysis of verbal behavior • scores on scales for on depression, anxiety, & preoccupation with sickness • coincide with the availablebiographical evidence (childhood)

  8. Study of Blogs • Miranda: school use • Loret: corporate use • Support: Word of Mouth • Jonathan's Blog • Learning Circuit's Blog • Coding Scheme • Mike and Nelly’s MySpace • Collaboration in educational blogs • John and Melisse: high ed use

  9. Study of Online Dating • 40 Matchmaker.com profiles • 20: lesbian females: 26-35; 56-65 • 20: gay males, 26-35, 56-65 • Word count and content of descriptions • Political inclination • Religious inclination • Photograph • Codes: • Personality: use of “I”; hobbies, solo or group • serious about finding a match • trends in political and religious preferences

  10. Unit of Analysis? • Words • Phrases • Sentences • Paragraphs • Blog entires • Video segments • Picture… • Smile…

  11. Sample Topics • Researching the "y2k" event • Assessing feeling of guilt or pride in discourse • Emoticons • Automated Movie Analysis • Analysis of cable news network • http://www.pbs.org/newshour/media/cablenews/analysis_highlights.html • Use of colors in hotel brochures

  12. Samples • Personal Ad Content Analysis • Undergraduates analyzed newspaper personal advertisements • Used ANOVA and correlation techniques • How could you do? • The cultural differences • Gender, SES

  13. More Real Studies • Seaworld.org • Evaluation criteria for ??? • Analysis of Pre-service teacher education programs • Analysis of Social Presence online • Analysis of articles published in a journal (p. 490)

  14. Challenges • Content Analysis in Online Communication • Webcast • Text, audio, and video • important interactive and design features as well as content features • Design and implementation of coding procedures • To assess the distinctive features of online communication

  15. Practice Coding in Class • Look at the following sites and pick some texts • Generate one question • Code the texts • Look at the codes to address your questions

  16. Suggested Sites: • Blog: http://edweb.sdsu.edu/courses/edtec296/ • http://amandaklein.blogspot.com/ • Match.com • Myspace.com (if you have an account)

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