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Understandings and Uses of Public Health Research (UUPHR) Programme Dr Shona Hilton Social Media Analysis: Methods and Ethics 25 th April 2014. Research. Understanding emerging health debates. Much of our work takes its theoretical bearings from literature on: media studies
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Understandings and Uses of Public Health Research (UUPHR) Programme Dr Shona Hilton Social Media Analysis: Methods and Ethics 25th April 2014
Research Understandingemerginghealth debates Much of our work takes its theoretical bearings from literature on: media studies risk communication health literacy science communication Audience Reception Media Representations
PublicationsHilton S, Wood K, Patterson C, Katikireddi SV. Implications for alcohol minimum unit pricing advocacy: what can we learn for public health from UK newsprint coverage of key claim-makers in the policy debate?. Social Science & Medicine 2014;102:157–164Patterson C, Hilton S. Normalisation and stigmatisation of obesity in UK newspapers: a visual content analysis. The Open Obesity Journal 2013;5:82-91Wood K, Patterson C, Katikireddi SV, Hilton S. Harms to ‘others’ from alcohol consumption in the minimum unit pricing policy debate: a qualitative content analysis of UK newspapers (2005-2012). Addiction 2013;109:578–584Hilton S, Patterson C, Teyhan A. Escalating coverage of obesity in UK newspapers: the evolution and framing of the ‘obesity epidemic’ from 1996 to 2010. Obesity 2012;20:1688-1695Hilton S, Hunt K. UK newspapers' representations of the 2009-2010 outbreak of swine flu: one health scare not over-hyped by the media?. Journal of Epidemiology & Community Health 2011;65:941-6Hilton S, Hunt K, Langan M, Petticrew M. Newsprint media representations of the introduction of the HPV vaccination programme for cervical cancer prevention in the UK (2005-2008). Social Science & Medicine 2010;70:942-50Hilton S, Hunt K. Coverage of Jade Goody's cervical cancer in UK newspapers: a missed opportunity for health promotion?. BMC Public Health 2010;10:386
UsingManifest and Latent Content Analysis Media Representations
Why do content analysis? • Identify content and framing of communication • Disclose differences in communication content between individuals, groups, institutions or societies • Audit communication content against objectives • Describe trends in the content or framing of messages over time • Indicate pertinent features such as comprehensiveness of coverage • Detect the existence of propaganda, prejudices or intentions of authors • Provide an empirical basis for monitoring shifts in public opinion and making inferences about the effects of communication on public opinion / behaviour- see case studies
Two types of content analysis qualitative quantitative Manifest analysis Latent analysis physically present and countable hidden meaning
Manifest content analysis: One Definition “a research technique for the objective, systematic, and quantitative description of manifest content of communications" (Berelson, 1952)
Manifest content analysis • Features • Content is inherent in the text • Messages are quantifiable using a systematic approach • Measured objectively (aim to limit the subjectivity) • A message has but one content, all other meanings being deviant, wrong or subjective- hence excluded • Reductionist approach with its roots in the positivism paradigm (establishing and discovering objective facts)
Latent content analysis: One Definition “a research method that uses a set of procedures to make inferences about the sender(s) of the message, the message itself, or the audience of the message” (Weber, 1990)
Latent content analysis • Features • The meaning of the message only emerges with interpretation (high level of interpretation) • A message may have different meanings • A message is socially constructed • Roots are in the constructivist paradigm (science is constructed not discovered from the world)
Could content analysis be used to analyse dynamic social media data? If so how?