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By Daniel Riffe

Reading Media Messages: utilizing Quantitative content material research in learn offers a accomplished and understandable consultant to undertaking content material research study. It establishes a proper definition of quantitative content material research; provides step by step guideline on designing a content material research examine; and explores intensive learn questions that recur in content material research, in such parts as size, sampling, reliability, facts research, validity, and expertise. This moment version continues the concise, obtainable method of the 1st variation whereas providing an up to date dialogue and new examples. The objective of this source is to make content material research comprehensible, and to supply an invaluable consultant for amateur and skilled researchers alike. followed through distinct, useful examples of present and vintage purposes, this quantity is suitable to be used as a main textual content for content material research coursework, or as a supplemental textual content in study tools classes. it's also an integral reference for researchers in mass verbal exchange fields, political technological know-how, and different social and behavioral sciences.

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Additional info for Analyzing Media Messages: Using Quantitative Content Analysis in Research (Lea Communication Series)

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Thus, from a theory-building point of view, systematic research requires identification of key terms or concepts involved in a phenomenon, specification of possible relationships among concepts, and generation of testable hypotheses (if-then statements about one variable’s influence on another). However, if that process suggests the important role of theory in the research process, recall the use of content analysis for applied or practical problems in which development of theory and testing of hypotheses are not paramount.

However, if the frequency issue is an important one, a more important criticism repeated by Holsti (1969) is the charge that quantification leads to trivialization; critics have suggested that because some researchers “equate content analysis with numerical procedures” (p. 10) problems are selected for research simply because they are quantifiable, with emphasis on “precision at the cost of problem significance” (p. 10). Although this criticism could be dismissed out of hand as circular, the point it raises about focus on trivial issues seems misdirected.

Was a representative sample of commercials or children’s programs used? , the percentage of the real population that is minority)? , 1989) of children’s Saturday morning television 28 Analyzing Media Messages advertising counted characters and found minorities present in proportions comparable to census data (about 15% of all characters were minority) but also found one third of advertisements had at least one minority character, a use of those actors that Riffe et al. (1989) called “a form of tokenism” (p.

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