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By Don W. Stacks, Michael B. Salwen

This quantity offers an summary of conversation study, offering theoretical insurance of the huge scope of conversation research in addition to integrating concept with research. To explicate the combination approach, the bankruptcy members -- specialists of their respective parts -- provide samples within the kind of hypothetical reviews, released reviews, or unpublished examine, displaying how conception and study are built-in of their specific fields. The e-book will attract graduate scholars and school individuals who need a thorough evaluate of not just the sphere, but in addition pattern examine stemming from its a variety of part parts.  

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With training, coders using the eight-image male scale were able to achieve acceptable levels of reliability, calculated using a common formula (Holsti, 1969, p. 140; see also chapter 6, this volume). The point here is that measures of concepts or variables such as physical attractiveness or—in news content—fairness or balance, traditionally viewed as individually variable (“in the eye of the beholder”), can be developed empirically and, with enough care, used reliably. The chapter 6 (this volume) “coding protocol” for studying local government news coverage represents a similar example of how researchers are able to examine difficult concepts through careful development of measures.

1 Purposes of content analysis that guide research design. designs with other methods to explore influences on content, and studies that use content analysis in conjunction with other methods to explore content effects. Content Analysis Only Designs These studies typically take two forms. The first looks at one or more variables across time. For example, studies of sex or violence in the media usually track such a single variable across years or decades to assess whether such characteristics are becoming more common or rare in some medium (Sapolsky, Molitor, & Luque, 2003).

In the case of basic research, that inquiry is framed within a particular theoretical context. Guided by that context, they select content analysis from a variety of methods or tools that may provide answers to those questions. From their data, they seek to answer theoretically significant questions by inferring the meaning or consequences of exposure to content or inferring what might have contributed to the content’s form and meaning. To draw from content inferences about the consequences of consumption of content or about production of content, the researcher must be guided by theory, for example, as outlined in the discussion of media sociology and shifting perspectives on media effects in chapter 1 (this volume).

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