Chapter 20: Content Analysis

Activity 20.1: Content Analysis Research Questions Activity 20.2: Content Analysis Categories Activity 20.3: Advantages vs. Disadvantages of Content Analysis Activity 20.4: Do a Content Analysis

Activity 20.1: Content Analysis Research Questions Which of the following questions would lend themselves well to content analysis? 1. Do students like school more if taught by a teacher of the same ethnicity? 2. What sorts of techniques do tennis coaches use to increase the motivation of 12year-olds to play tennis? 3. Is violence on television different from violence in classical drama? 4. Do boys or girls score higher on SAT examinations? 5. Are women or men portrayed more favorably in 1930s movies? 6. Are after-school detention programs effective? 7. How do the ingredients found in recipes in 1940s cookbooks compare with those found in 1990s cookbooks? 8. To what extent did capitalism develop in nineteenth-century China?

Activity 20.2: Content Analysis Categories What categories could be used by a researcher who wishes to do a content analysis of the following? Working with a partner, suggest some possible categories that the researcher might use in each case. 1. Coverage of minority groups in social studies textbooks Possible categories might include: _____________________________________________________________ _____________________________________________________________ 2. How characters are portrayed in Saturday morning television cartoon programs Possible categories might include: _____________________________________________________________ _____________________________________________________________ 3. Issues discussed in newspaper editorials Possible categories might include: _____________________________________________________________ _____________________________________________________________ 4. Themes used in magazine advertisements Possible categories might include: _____________________________________________________________ _____________________________________________________________ 5. Emotions presented in popular songs Possible categories might include: _____________________________________________________________ _____________________________________________________________

Activity 20.3: Advantages vs. Disadvantages of Content Analysis In the space provided in front of each of the statements listed below, write T if the statement is true. Write F if the statement is false. 1. ______ Content analysis deals mainly with recorded information. 2. ______ Content analysis is unobtrusive. 3. ______ Content analysis is strongly influenced by the researchers presence. 4. ______ Content analysis cannot be done with songs. 5. ______ Content analysis is extremely difficult to do. 6. ______ Content analysis is relatively economical compared to other research methodologies. 7. ______ Content analysis data is primarily in the form of numbers. 8. ______ The information needed to do a content analysis usually is readily available. 9. ______ It is fairly easy to establish validity in content analysis. 10. ______ Content analysis requires extensive training before one can undertake it.

Activity 20.4: Do a Content Analysis In this activity, you will actually do a content analysis. A professor at a large Midwestern university is trying to decide what to do in a class entitled Values of American Society, which she has recently been asked to teach. One of her colleagues suggests that one way to approach the subject is to ask her students to do a content analysis of advertisements taken from various national magazines and newspapers. The following is a sample of three advertisements that she collects. Read these over carefully. Then ask yourself what societal values are reflected in these advertisements. Decide on a few categories and tally how often each value is represented in this sample of ads. What conclusions can you suggest based on your content analysis of this brief sample? HAVE YOU SEEN THE NEW ROVER? What a beauty! Undreamed of power (until now) is provided by the newly designed V-8 engine with extra oomph! Several new safety features enhance your security. And sound! Wow! You have to listen to a symphony on the CD player. A real-life concert never sounded this good. Visit your dealer today for a demonstration!!

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