TO DO, 11.5
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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?
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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
Processes of
message production,
transmission, and
meaning making
Messages
Uses/Effects
Content or form of
the communication
messages
Functions and effects
of messages;
opinions, beliefs,
attitudes
Contexts and Levels
Individual, dyad, group or societal levels
e.g., News
agencies, dyad,
organization
e.g., family talk, tv
content and how it
portrays Black/White
relations
e.g., anti-smoking ads,
why people watch RTV
To “MONITOR” content:
Q. Stereotypes against Hispanics/Asians?
Q. Church Bulletins?
Q. Portrayal
Q. Comments in the suggestion
box? of Religious people on TV?
Making
Inferences
by systematically
Q. How
gender
roles
are portrayed?
Power?
(dyad,
group)
1.Q.
A Conversational
form of textualAnalysis?
analysis
identifying
characteristics in a text
Q.
Violence
in
cartoons?
Q. Eavesdropping (male/male & male/female)
2. Where? Politics, TV, newspapers
MESSAGES
IN TEXTS!
Q. Comparisons? (Internet
Home
pages)
3. When do we use it? Q. CCM Cds? CWM? Jesus Merchandise?
Content Analysis
To Characterize
Communication
in Mass Media
In non-traditional
settings
4. Advantages/Disadvantages (Krippendorf, 1980)
Advantages
• Unobtrusive
• Accepts unstructured material
• Studies the data in context
• Massive amounts of data
Disadvantages
No cause-effect
Sampling
Generalization
TO DO, 11.7
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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.
E.g’s Analysis Procedures
Content
(1) PresenceE.g.’s
or absence of
objects
E.g.
E.g’s
Statements
made
or
E.g’s
a physical
unit (versus
theargument
Patterns
of ideas units
or treatments (stereotypes)
(1) # of books
written about within
a particular
(1) countingduring
words
(or
symbols): # of times
unit
itself)
field [communication]
different
(1) Arguments used by the President for
the# word
time periods;
pages;“pro-life”
# articles;appears
inches in a speech. (1) Racial stereotypes in TV sitcoms
into
STEP 1: Defining(2)Population/Selecting
Texts
link words togoing
referents;
(2)#Iraq
Sexist
stereotypes in The Roseanne Show
(2) Statements
made
by sources
counting
# ofof
times
or in(3)
timescommunism
positive
words
articles
Violence
on TV used
(2) # of TV (2)
shows
involving
minorities
Sample
orinCensus?
If sample, is it representative? Size?
in article
an appear
article
free
speech
appears
a
newspaper
about
President
Bush
(4) Types of editorials in SAU paper
as lead characters in 1970, 80, 90 2000.
STEP 2: Determining Units of Analysis (Krippendorf, 1980)
Physical
Syntactical
Referential
Propositional
Thematic
STEP 3: Developing Content Categories
Form
STEP 4: The Coding of Units
Train coders
Independent Observations
STEP 5: Analyzing the Data
Qualitative
“coding”
Quantitative
“coding”
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
Communication
of Religious
Conversion
Gender
Differences in
Communication
RQ - What is the relationship between gender and the way one
shares his/her religious (Christian) conversion story/narrative?
Content Analysis Procedures
Content of Contemporary Praise and Worship Songs
STEP 1: Selecting Texts
Top 25 lists from CCLI – from 1989 to 2005
Compared Top 25 from 1989- 2005 and found 77 songs in common
STEP 2: Units of Analysis (What are you counting?)
Syntactical (words, phrases)
STEP 3: Content Categories
Leitourgia
Koinonia
Thematic
(Where do you put it?)
Kerygma
STEP 4: Coding the Units
2 coders, trained, tested agreement on 10% of songs, then divided all 77
STEP 5: Analyzing the Data
Content Analysis Procedures
What content is currently available on the WWW sites of FM radio stations?
STEP 1: Selecting Texts
List of all FM stations with websites? Make list “exhaustive”
Randomly select from list? 407 potential, out of 4000+ (365 final)
STEP 2: Units of Analysis – What it is you are counting . . .
Syntactical units
Referential Units
STEP 3: Content Categories
Station
Contact
Station
Information
Where you put it after you count . . .
News /
Entertainment
Other Features
STEP 4: Coding the Units
STEP 5: Analyzing the Data
Training of Coders ?
Reliability Coefficients ?
Gender Conversion?
Content Analysis Procedures
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.
Tone
Positive
Negative
Neutral
Terminology
Positive
Negative
Neutral
Sources
Positive
Negative
Neutral
Press Coverage of Political Candidates
Intercoder/Interrater Reliability
Q. Is there “liberal bias“ in the press' coverage as it relates to photos of the
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:
Viewer/Coder #1
Crite ria
Expression
Activity
Interaction
Viewer/Coder #2
More Favorable
Smiling, looking determined
Speaking at podium, shaking hands
Cheering crowd, smiling or attentive
colleagues
Background
American flags, signs with candidate's
name, natural vistas
Camera Angle Eye-level shots
Less Favorable
Frowning, looking sad
Sitting, reading
Alone or with inattentive
others
No identifiable background
Shots from above
Content Analysis Procedures
Coding the Units
Name of Sitcom:________
Episode: ________ Network: __________
Number of African American Characters? Caucasian? Hispanic? _____
Number of positive stereotypes _____ Number of negative stereotypes _____
VIEW EACH EPISODE AND EVALUATE ALONG THE FOLLOWING:
Violence (Factor 1)
Violence prone (-)
Drug use (-)
Alcohol Abuse (-)
Drug Dealing (-)
Trust (Factor 2)
Trust (+)
Low Crime (+)
Hard Working (+)
Rich (Factor 3)
Intelligence (+)
Rich (+)
Patriotis m (+)
Education (+)
Family Ties (Factor 4)
Self-reliance (+)
Tolerance (+)
Strong family ties (+)
Crite ria
Expression
Activity
Interaction
Background
Camera Angle
More Favorable
Smiling, looking determined
Speaking at podium, shaking hands
Cheering crowd, smiling or attentive
colleagues
American flags, signs with candidate's
name, natural vistas
Eye- level shots
Less Favorable
Frowning, looking sad
Sitting, reading
Alone or with inattentive
others
No identifiable background
Shots from above
Potter
Article –
FM
Stations
http://www.wlir.com/home.asp
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
Racial stereotypes of African Americans portrayed in television sitcoms on major
television broadcast networks
STEP 1: Selecting Texts
List of all sitcoms on networks? Which ones? What is a sitcom?
Randomly select from each network? From total number of episodes?
STEP 2: Units of Analysis – What it is you are counting . . .
Thematic units (stereotypes)
STEP 3: Content Categories
Violence
Trust
Physical Units
Where you put it after you count . . .
Rich
Family Ties
STEP 4: Coding the Units
STEP 5: Analyzing the Data
Training of Coders ?
Reliability Coefficients ?