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COM 633: Content Analysis Introduction

COM 633: Content Analysis Introduction. Kimberly A. Neuendorf, Ph.D. Cleveland State University Fall 2010. Content Analysis Defined.

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COM 633: Content Analysis Introduction

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  1. COM 633: Content AnalysisIntroduction Kimberly A. Neuendorf, Ph.D. Cleveland State University Fall 2010

  2. Content Analysis Defined • Content analysis is a summarizing, quantitative analysis of messages that relies on the scientific method (including attention to objectivity/intersubjectivity, a priori design, reliability, validity, generalizability, replicability, and hypothesis testing) • It is not limited as to the types of variables that may be measured, nor to the context in which the messages are created or presented [Source: Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks, CA: Sage Publications.]

  3. Content Analysis within the Family of Empirical Methods • Experiment: At least one IV (independent variable) is manipulated; unit of data collection is often (but not always) in a controlled (e.g., laboratory) setting (if not, it may be called a field experiment) • Survey: Variables are measured as they “naturally” occur; unit of data collection is typically situated in its (his/her) natural environment; no variables are manipulated • Qualitative Methods: Includes such variants as ethnography, narratology, focus groups, and participant observation; the researcher, and their knowledge and skills, are an integral part of the measurement process

  4. Content Analysis within the Family of Empirical Methods - 2 Experiments Surveys Content Analyses Qualitative Studies

  5. Content Analysis: A Focus on Message Characteristics

  6. Content Analysis: A Focus on Message Characteristics

  7. Content Analysis: A Focus on Message Characteristics

  8. Content Analysis: A Focus on Message Characteristics

  9. Content Analysis: A Focus on Message Characteristics

  10. Finkel, S. E., & Geer, J. G. (1998). A spot check: Casting doubt on the demobilizing effect of attack advertising. American Journal of Political Science, 42, 573-595.

  11. Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3), 19-33.

  12. An Integrative Model of Content Analysis:Linking Content Analysis to Source or Receiver Data or Findings

  13. An Integrative Model of Content Analysis:Linking Content Analysis to Source or Receiver Data or Findings

  14. An Integrative Model of Content Analysis: Logical Linking

  15. An Integrative Model of Content Analysis: Logical Linking Informs

  16. An Integrative Model of Content Analysis: Logical Linking Informs

  17. An Integrative Model of Content Analysis: Logical Linking

  18. An Integrative Model of Content Analysis: Logical Linking Motivates

  19. An Integrative Model of Content Analysis: Logical Linking And Motivates

  20. An Integrative Model of Content Analysis: Data Linking Same 656 ads used

  21. An Integrative Model of Content Analysis: Data Linking Same participants (n=??)

  22. A Flowchart of the Typical Process of Content Analysis: [See also the Content Analysis Guidebook Online: http://academic.csuohio.edu/kneuendorf/content]

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