Chapter 12

• What is the purpose of content analysis?

  To examine and code media
• Match the document type with its limitation:

  Personal Documents ↔️ May be biased or incomplete

  Government Documents ↔️ Can be biased based on agendas

  Virtual Outputs ↔️ Chaotic and hard to verify
• What are Scott's Criteria used for in content analysis?

  Evaluating document quality
• What do personal documents like diaries and letters provide insights into?

  Individual experiences
• Match the type of photograph with its description:

  Idealization ↔️ Formally posed

  Natural portrayal ↔️ Candid, not posed

  Demystification ↔️ Revealing, atypical portrayal
• What can impact the representativeness of photographs in content analysis?

  Selection biases
• Government documents are always unbiased and credible.

  False
• What is an example of an official document from a private source?

  Company report
• Why might official documents from private sources lack credibility?

  Organizational hierarchies
• What is a strength of using virtual outputs in content analysis?

  Real-time data
• Steps in the coding process for content analysis

  1️⃣ Define units of analysis and categories

  2️⃣ Create a coding manual

  3️⃣ Apply codes to text units

  4️⃣ Check inter-coder reliability

  5️⃣ Analyze coded data
• Match the element of content analysis with its description:

  Words ↔️ Frequency and pairings

  Subjects and themes ↔️ Manifest and latent content

  Value positions ↔️ Positive or negative viewpoints
• What is a common pitfall in designing coding schemes?

  Overlapping categories
• Steps in developing a coding scheme

  1️⃣ Define categories

  2️⃣ Create codes

  3️⃣ Format a coding schedule

  4️⃣ Write a coding manual

  5️⃣ Conduct pilot testing
• What is the first step in designing a coding scheme for content analysis?

  Define categories
• What is the pitfall called when categories in a coding scheme are not mutually exclusive?

  Overlapping categories
• Inter-coder reliability refers to consistency within a single coder.

  False
• Match the type of coding approach with its feature:

  Without Pre-Existing Scheme ↔️ Inductive approach

  With Pre-Existing Scheme ↔️ Deductive approach
• What is the key characteristic of ethnographic content analysis?

  Iterative and reflexive
• What does the active audience theory argue about readers of media messages?

  They engage critically
• Conversation analysis focuses on the social impact of language.

  False
• What is the strategy in discourse analysis called that uses numbers to support claims?

  Quantification rhetoric
• Match the advantage of content analysis with its description:

  Transparency ↔️ Methods are clearly outlined

  Unobtrusiveness ↔️ No direct interaction with subjects

  Longitudinal analysis ↔️ Trends can be tracked over time
• What is one limitation of content analysis related to the authenticity of texts?

  Documents may not be genuine