加强研究型大学建设，提升高校国际竞争力——中国发展论坛上海交通[001].pptVIP

1896 1920 1987 2006 Study on Method of Mass Communication Research传播研究方法 （12）Dr. Yi Mou 牟怡 Content Analysis Unobtrusive Research – Methods of studying social behavior without affecting it. Example: Durkheim’s analysis of suicide Types of Unobtrusive Research Content Analysis Analysis of Existing Statistics Comparative and Historical Analysis Unobtrusive Research Content Analysis – The study of recorded human communications (i.e., books, websites, paintings, laws). Appropriate Topics “Who says what, to whom, why, how, and with what effect?” Content Analysis Sampling in Content Analysis Units of Analysis Identify the unit of analysis: You are interested in how children’s literature portrays gender roles. You are interested in popular film’s use of drugs and alcohol. You are interested in sociology textbook’s definition of race. You are interested in the content of Internet Blogs. Sampling Techniques Any conventional sampling technique may be used for content analysis. Coding in Content Analysis Coding – The process whereby raw data are transformed into standardized form suitable for machine processing and analysis. Coder Training: Reliability Manifest Content – The concrete terms contained in a communication. Latent Content – The underlying meaning of communication. Conceptualization and the Creation of Code Categories Operational Definition Levels of Measurement Counting and Record Keeping The end product of coding must be numerical. Record keeping must distinguish between units of analysis and units of observation. Record from the base from which the counting is done. Example: Microblog posts by scholars Develop operational definitions Decide what to observe Decide how to code/analyze data 暴力的人是否會更加暴力地打電遊？ Peng, W., Liu, M., Mou, Y. (2008). Do aggressive people play violent computer games in a more aggressive way? Individual difference and idiosyncratic game-playing experience. CyberPsychology Behavior, 11(2), 157-161. 1. Propose and test research