module 2

• Is the interpretation of a text or document that helps assess the text.

  contextual analysis
• it is a more objective evaluation of the contents of an article (i.e. documents or multimedia).

  content analysis
• 2 approach of content analysis

  1. qualitative
  2. quantitative
• analyzes the meanings behind the content. This may involve comparing between sources or trying to amalgamate different relevant sources to establish an argument.


  qualitative
• involves the use of numbers and data. This approach attempts to quantify the source material.

  quantitative
• The content being analyzed can be in any form, to begin with, but it is often converted into written words before it is analyzed.
• newspaper, magazine, books, catalogs

  print media
• web pages, advertisements, billboards, posters, graffiti

  other writings
• radio programs, news items, TV programs

  broadcast media
• photos, drawing, videos, films, music


  other recordings
• speeches, interviews, plays, concerts

  live situations
• gestures, rooms, products in shops


  observations
• 2 types of contend

  1. media content
  2. audience content
• 2 types of audience content

  1. private audience
  2. public audience
• Private audience content includes:

  • open-ended questions in surveys
  • interview transcripts 
  • group discussions.
• Public audience content comes from communication between all the audience members, such as:

  • letters to the editor
  • postings to an online discussion forum
  • listeners’ responses in talkback radio
• types of sources


  1. primary sources
  2. secondary sources
• firsthand evidence, immediate, contemporary accounts, contain raw information


  primary source
• Secondary sources are works that analyze, assess, or interpret a historical event, era, or phenomenon, generally utilizing primary sources to do so. Secondary sources often offer a review or a critique. Secondary sources can include books, journal articles, speeches, reviews, research reports, and more
• how to use secondary sources

  1. collection of facts
  2. source of background material
  3. interpretation
• A primary source provides first-hand information on the topic. The author personally participated in the event under discussions, such as a science experiment
• Secondary sources present an argument, interpretation, conclusion, or summary based upon information found in primary sources. In other words, the authors gained their information second hand
• The historical text informs the reader about key events and important people from the past
• The historical text gives the reader an understanding of what led up to the important events in history
• 3 major ways that authors present an arguement

  1. reasoning
  2. evidence
  3. appeal
• the author presents a logical explanation of the argument.

  reasoning
• the author presents statistics, facts, and studies to prove his point.

  evidence
• the author appeals to the reader's emotions to elicit empathy.

  appeal