Activity content analysis
i sixsigma
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Activity: Content Analysis
Another method that can be used to collect quantitative data is known as content analysis. This is where researchers code and analyze the content of communication texts (usually media texts) to learn more about the messages we receive. We can code for both manifest content, or obvious characteristics of the content itself, and latent content, or content that require a degree of interpretation on the part of the researcher to make a determination.
To Do:
Now we are going to conduct a simple and easy content analysis of our own, right now, US presidential campaign ads!
Go to the following link and choose a campaign ad from one of the candidates this year of from any era of your choosing:
http://www.livingroomcandidate.org/commercials/2020
As you watch the ad, note down the following aspects, which are forms of manifest content:
- What is the election year that the ad was used in?
- Who is the candidate that is putting out the ad?
- How many times, if at all, is this candidate shown in the ad?
- How many times, if at all, is the opposing candidate shown?
- How many times, if at all, is the opposing candidate mentioned?
Also code for the following forms of latent content:
- How many positive scenes are there in the ad?
- How many negative scenes are there in the ad?
- Is the overall subject of the ad the candidate, his/her opponent, or something else?
- Is the overall tone of the ad negative, positive, or neutral?
When you are done coding your ad, answer the questions in Discussion 12.2.
Last modified: Tuesday, November 3, 2020, 10:51 AM