All about Content Analysis

1
All about Content Analysis

• Minjuan Wang
• ED 690
• EDTEC
• SDSU

2
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??

3
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

4
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

5
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

6

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)

7
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

8
Samples

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

9
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)

10
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