Daniel Riffe's Analyzing Media Messages: Using Quantitative Content PDF
By Daniel Riffe
Interpreting Media Messages: utilizing Quantitative content material research in study offers a complete and understandable consultant to engaging in content material research examine. It establishes a proper definition of quantitative content material research; provides step by step guide on designing a content material research examine; and explores intensive learn questions that recur in content material research, in such components as dimension, sampling, reliability, info research, validity, and know-how. This moment version keeps the concise, obtainable technique of the 1st variation whereas delivering an up-to-date dialogue and new examples. The objective of this source is to make content material research comprehensible, and to provide an invaluable advisor for beginner and skilled researchers alike. followed by way of specific, useful examples of present and vintage purposes, this quantity is suitable to be used as a first-rate textual content for content material research coursework, or as a supplemental textual content in examine tools classes. it's also an imperative reference for researchers in mass conversation fields, political technological know-how, and different social and behavioral sciences.
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Additional resources for Analyzing Media Messages: Using Quantitative Content Analysis in Research (Lea Communication Series)
News), to name only two. , individual qualitative labels, themes, or frames or entire news stories). Although we address this issue of appropriate units and measurement more fully in chapter 4 (this volume), consider for illustrative purposes Berelson’s (1954) designation of five key units of analysis that range from the micro (the word) to the macro (the entire item). In between these are themes, individual characters, and measures of space or time (whether minutes of speech or, presumably, airtime).
Why does one network’s nightly newscast mirror the other networks’? Why does so Defining Content Analysis as a Social Science Tool 35 much news from Washington, DC, come from unnamed sources? Why do particular kinds of press releases make it into print, whereas others do not? As was suggested in chapter 1 (this volume), social scientists using quantitative content analysis techniques generally seek to do more than describe. Content analysts—whether conducting applied or basic research—typically do not collect descriptive data and then ask questions.
The person being studied is not aware he or she is being studied), allows “access” to inaccessible participants (such as presidents or the late Mr. Schreber), and lends itself to longitudinal—over time—studies. Writing in Sex Roles, Craig (1992) reported an analysis of gender portrayals in 2,209 network television commercials during three parts of the day when audience composition varies: daytime, when women dominate; evening prime time, when audience gender is fairly balanced; and weekend afternoons, when sports programming draws a disproportionate number of male viewers.
Analyzing Media Messages: Using Quantitative Content Analysis in Research (Lea Communication Series) by Daniel Riffe