Chapter 12 Quantitative analysis of text

Quantitative analysis of textChapter 12 Study of texts or messages is central to the communication disciplineTwo data collection and analytical methodsContent analysisInteraction analysisContent analysisA data collection and analytical techniqueCan make inferences by identifying specific characteristics of messagesManifest content Latent contentObjectiveCarried out according to rules and proceduresSystematicIdentifying content to be codedCoding and interpreting contentGeneralityFindings should have theoretical relevanceBasic principles of content analysisMessages can be classified into a set of categoriesElements classified together have similar meaningsCategories produce frequency counts to allow for comparisonsEvaluate the relevance of frequencies to the theoretical propositions supporting the studyWhat can be analyzed?Sources, senders, or receivers of messagesFunctions or types of messagesMessage channelsContent of messagesMessage effectsNonverbals cues or behaviorsSoundsVisual imagesWebagesText messages, tweetsTopicsContent analysis processDevelop hypothesis or research question that calls for content analysisSelect messages to be analyzedSelect categories and units for codingDevelop procedures for resolving coding differences If all messages cannot be coded, select sampleCode messages into categoriesInterpret the results of the codingSelecting what to codeAre the messages available or must they be created?Narrow the data set for the elements of interestMay still need to sample elementsMessages may have structural characteristics that need to be considering in samplingDeveloping content categoriesTheoretical or emergentWhat was saidHow message was saidCategories must beExhaustiveEquivalentMutually exclusiveBe careful of using “other” as a catchall categoryUnits of analysisDiscrete element that is coded and countedRules for identifying the unit should be explicitComplete thoughts or sentencesThemesParagraphsCharacters or speakersCommunicative acts, behaviors, or processesTelevision programs or scenesAdvertisementsTypical units of analysis in communicationTraining codersAll coders must be trainedIncreases coding agreementCommit coding system and rules to paperPractice on similar texts or messages Once sufficient degree of reliability is established, coders then work independentlyCoding reliability and validityIntercoder or interrater reliabilityUnitizing reliability Do we identify the same thing to code?Coding reliability Do we code it in the same way?Validity – appropriateness and adequacy of coding scheme for this set of messagesInterpreting coding resultsAnalysis must be relevant to hypothesis or research questionFrequenciesDifferencesTrendsPatternsStandardsStrengths and limitations of content analysisstrengthslimitationsData close to the communicatorUnobtrusiveApplicable to a variety of text or message structuresIf message cannot be captured, it cannot be codedCoding scheme may not reveal nuances of messagesSelection process may not be representativeInteraction analysisResearcher codes content of ongoing communication between two or more individualsIdentifies verbal or nonverbal features or functions from the stream of conversationAllows complex analyses Intent and function of messagesEffect of messagesExamines messages relative to one another over timePreparing and coding interactionInteraction is recorded and then transcribedCoders trainedInteraction must be unitizedUnitizing reliability calculatedInteraction coded according to coding schemeCoding reliability calculatedAll coding differences resolvedAnalyzing and interpreting coded dataReturn to the research question or hypothesis Compare to theoretical positionFrequency analysis is commonLook for patterns that simple frequency analyses cannot illuminateExample of interaction analysisStrengths and limitations of interaction analysisstrengthslimitationsElements before and after a coded element are considered Places emphasis on relative positionSeveral coding schemes have been developed and validated over timeLimited by validity and representativeness of coding schemeOngoing streams of conversation are not neat and tidy – can be difficult to codeTime consuming