All about Content Analysis

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All about Content Analysis

• Minjuan Wang
• ED 690
• EDTEC
• SDSU

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What Analysis?

• A technique that enables researchers to study
  human behavior in an indirect way
• through an analysis of their communications
• The analysis of the
• Written contents of a communication.
• Examples??
• Review resumes from job applicants
• Dream analysis

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Steps for Conducting CA

• Find data and sampling
• Generate coding scheme
• P. 488
• Interrater reliability
• Analyze!!!

• Define terms
• Knowledge construction, socializing, presence
• Specify unit and analysis
• Words, sentences, phrases, paintings, audio, video

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Quantitative Content Analysis

• Identify categories
• Count frequencies of word occurrence run
  statistical analysis

• The frequency of occurrence of people and
  taxes in this campaign speech

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Qualitative Analysis

• Content Analysis
• Identifying, Coding, Categorizing the primary
  patterns in the data
• Interaction styles in online discussion
• Complexity of response
• Question type
• Levels of argumentation negotiation
• Socializing
• Coding Scheme
• Creates a scheme which clusters words and phrases
  into conceptual categories for purposes of
  counting

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Computerized Content Analysis

• Adolescent Writings of Napoleon Bonaparte
• Analysis of verbal behavior
• scores on scales for on depression, anxiety,
  preoccupation with sickness
• coincide with the availablebiographical evidence
  (childhood)

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Study of Blogs

• Miranda school use
• Loret corporate use
• Support Word of Mouth
• Jonathan's Blog
• Learning Circuit's Blog
• Coding Scheme
• Collaboration in educational blogs
• John and Melisse high ed use

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Study of Online Dating

• 40 Matchmaker.com profiles
• 20 lesbian females 26-35 56-65
• 20 gay males, 26-35, 56-65
• Word count and content of descriptions
• Political inclination
• Religious inclination
• Photograph
• Codes
• Personality use of I hobbies, solo or group
• serious about finding a match
• trends in political and religious preferences

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Unit of Analysis?

• Words
• Phrases
• Sentences
• Paragraphs
• Blog entires
• Video segments
• Picture
• Smile

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(No Transcript)
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Sample Topics

• Researching the "y2k" event
• Assessing feeling of guilt or pride in discourse
• Emoticons
• Automated Movie Analysis

• Analysis of cable news network
• http//www.pbs.org/newshour/media/cablenews/analys
  is_highlights.html
• Use of colors in hotel brochures

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Samples

• Personal Ad Content Analysis
• Undergraduates analyzed newspaper personal
  advertisements
• Used ANOVA and correlation techniques
• How could you do?
• The cultural differences
• Gender, SES

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More Real Studies

• Seaworld.org
• Evaluation criteria for ???
• Analysis of Pre-service teacher education
  programs
• Analysis of Social Presence online
• Analysis of articles published in a journal (p.
  490)

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Challenges

• Content Analysis in Online Communication
• Webcast
• Text, audio, and video
• important interactive and design features as well
  as content features
• Design and implementation of coding procedures
• To assess the distinctive features of online
  communication