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Chapter 13 Quantitative Analysis of Text
Study of texts or messages is central to the communication discipline
Two data collection and analytical methods
– Content analysis -- quantitative
– Interaction analysis -- quantitative
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Content Analysis
Both data collection and analytical technique
Allows researchers to make inferences by identifying specific characteristics of messages
– Manifest content – Latent content
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Content Analysis
Objective
– Carried out according to rules and procedures Systematic
– Identifying content to be coded – Coding and interpreting content
Generality
– Findings should have theoretical relevance
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
Basic Principles of Content Analysis
A number of messages can be classified into a set of categories
– Elements classified together have similar meanings
Categories produce frequency counts to allow for comparisons
– Researcher addresses the relevance of frequencies to the theoretical propositions supporting the study
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
What Content Can Be Analyzed?
Any message or aspect of a message that can be captured
– Sources, senders, or recipients of messages
– Reasons for sending messages
– Channels messages are sent through – Content of messages
– Message effects
– Nonverbals, visual cues, sounds
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© 2006 by The McGrawHill Companies, Inc. All rights reserved.
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