Purpose: to demonstrate understanding and practical application of Content Analysis research
Task: to design, conduct, and present (written form) original research using Content Analysis as the research method
Criteria: make sure to do an original content analysis as per chapter and provided material, present as per assignment requirements- using visual representation (per statistics chapter)
Evaluation: will be based on completion, quality/thoroughness of study and report, meeting due date
Breakdown: You will design and conduct a Content Analysis with a Speech Comm focus.
Please refer to book chapter, class notes PPT, and iCollege content including examples, videos, and overview for this assignment.
Begin with a topic and hypothesis
Have a paragraph (or so) explaining what you’re doing and answering the “so what” question
Have operational definitions
Decide on samples and unit of analysis- what they are and how many (justify)
Explain categories if applicable
Present findings in numerical form
Analyze with at least a paragraph- include why this is important and possible future research
Texts for Content Analysis can include speeches, conversations, newspaper articles or headlines, journal articles, magazine articles, interviews (print or broadcast), stand up comedy routines, movies, historical documents, advertisements, plays/shows, song lyrics, concert productions, books (or parts of books), essays, discussions or lectures, conversations, video games, informal conversation, texts, tweets, or posts, cartoon strips (typically any occurrence of communicative language- verbal, nonverbal, etc).
So that is massively broad. Examples of ways to narrow down:
By type of text (headlines for newspaper articles or only the magazine covers or childrens books)
By topic (tweets w/ a certain hashtag)
By time frame
By geographic area
By audience (only convos between x person and y person)
By speaker (only what a certain character says or does)
It is your job to justify those choices- everything has to be done with a purpose.
Other ways to think about purpose and approach:
Stereotyping in the media: Gender roles, gender representations, Sexuality representations…
Normalization of behavior: Violence, guns, alcohol, dress…
Representations of trends: language trends, fashion trends, product trends
In a more specific way, some examples might be:
Mention of “God” in awards shows thank yous comparison from now to 10 or 20 years ago- or from one award show to another- how many times does God get first mention?
Reference to alcohol in music: can specify –
- beer & country music
- name brands in rap
- getting “drunk” in pop music
Jokes about obesity in a particular sit com
Jokes about an issue in Late Night tv
How many times someone is blown-up in the trailer of a video game; perhaps coded by how much damage, inflicted by accident (roadside bomb) as opposed to shot by player
References to locker room “culture” when NFL journalists talk about/justify/excuse bullying
Comparison between use of the terms global warming and climate change
Or words like “upcycle”
References to “cost saving meals” on the food channel- historical (now vs 5 years ago) or from show to show
Or, reference to story telling when discussing cooking- or use of literary terms to analyze food
Trends in job ads online and what requirements are popular, or what buzz words are trending
You can use visual as well- so verbal or nonverbal
*So when I say: brainstorm for ideas – start with your major and your interests, you should come up with a list like that.
Print ads in magazines might be coded by size- full page vs ¼ page, color vs black and white
SO, a full page ad might count as 1, and a half page ad as ½.
Do you give the same “count” or score to a color ad as a black and white one?
Is it easier to give a full page ad a 4 and a ¼ page ad a 1?
Those are decisions you need to make.
Choose texts you’ll be analyzing
Develop coding rules
Analyze results (graph)
What you submit can be as simple as:
Body: explaining what you did, what you analyzed, chart, graph
(meaning 2 pages max w/visual representations, depending on your research design)
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