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57 Cards in this Set
- Front
- Back
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"Umbrella" of textual analysis
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-Rhetorical Criticism= principles and means of persuasion & argumentation (depth, systematic, interpretive, symbols, artifacts/texts)
-Content Analysis= categorize and describe manifest content of recorded communications -Interaction Analysis- seeks to document roles and interactions among groups (MUST have recorded interaction) |
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Content Analysis (Umbrella term)
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process (quantitative) of systematically sampling, coding (categorizing), and analyzing manifest content of recorded communications
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Interaction analysis
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examines groups for the behaviors that hinder or facilitate group communication and processes
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Conversation analysis
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examines records of conversations to determine the rules that govern interaction between people
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Rhetorical analysis
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examine content to understand nature of persuasion
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Textual analysis
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view culture as a narrative or story-telling process, use texts or cultural artifacts
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Difference between textual analysis and survey/experimental research
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-with experimental, you actually do the research (IV affects DV)
-with survey, you distribute surveys |
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Constraints of textual analysis
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-only see things through one perspective
-only address questions of content |
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Constraint of interaction analysis
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only focus on one group of people
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Constraint of rhetorical analysis
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focus on writer's perspective or POV
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Constraint of semiotics
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studies how the researcher views hidden meaning between symbols
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Content Analysis
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BRIDGE METHOD (quantitative and qualitative)
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Stages of Content Analysis
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1. Start with RQ
2. Determine Sample (unit of analysis) 3. Unitize- select units for coding 4. categorize units of analysis 5. perform pilot test 6. intercoder reliability 7. code all units of analysis 8. re-calculate intercoder reliability 9. calculate frequency tables/percentages=results 10. write paper |
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Types of units of analysis
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-Physical Units= occupy an observable space in print media or time in other media
-Syntactical units= units of language, words/sentences -Referential units= person or event -Propositional units- structures such as stories or dramas -Thematic units= broad topics within a structure, ex. relationships, theme within conversation |
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Mutually Exhaustive
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Every UOA must fit within one category (may have "other")
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Mutually Exclusive
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UOA should fit into ONLY ONE category
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Approximately Equivalent
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in terms of importance, not size (categories should be of equal importance)
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Manifest Content
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Apparent or Observable
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Latent Content
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hidden or not apparent
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Unit of Analysis
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Thing you are coding
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Coding in content analysis
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1. train coders: must achieve 80% intercoder reliability in pilot test to achieve confidence stuff is clear
2. no unit can be coded twice 3. split coding between reseracher and # of codes |
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Types of rhetorical criticism
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1. Critical Analysis
2. Narrative Analysis 3. Burke's Dramatistic Pentad 4. Aristotelian 5. Fantasy Theme Analysis |
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Critical Analysis (rhetorical criticism)
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explores the way communication establishes, maintains, and reinforces power structures in society
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Narrative Analysis (rhetorical criticism)
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analyzes the formal properties of stories that people tell (how they play out over time)
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Burke's Dramatistic Pentad (rhetorical criticism)
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act, agent, scene, agency, purpose
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Aristotelian (rhetorical criticism)
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Pursuasive strategies
-ethos= nature of speaker -pathos= the use of emotion -logos= the use of fact and logic |
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Fantasy theme (rhetorical criticism)
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story is a chain that we add to (through media, press, etc..), people with no common history see things in a unified community
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Goal of Ethnographic and Case Studies
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to provide rich, descriptive data
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Another goal of Ethnography
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aims to better understand/describe people (culture) location/event or communication patterns
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General Research
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focus on language and communication patterns we produce (in general groups?)
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Specific Research
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specific question, location
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Emic research approach
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internal, answers WHY, interviews, helps triangulate research
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Etic research approach
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external, you are the observer
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Grounded theory
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a research approach that argues that theories should emerge from data analysis, not prior to data analysis
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Parts to analyzing ethnographic data
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1. do not go into field with hypothesis or prediction, go with open mind then narrow focus
2. use observation (not prediction) to record field notes and patterns 3. use interviews to provide formative feedback to verify observations 4. can use a key informant for interviews (key informants can lead to new information) 5. include own experiences, thoughts, and feelings in field notes |
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Types of observational settings
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-study forbidden/forgotten cultures
-natural, firsthand account settings -provide new insight |
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Case Study
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study one person or event
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About Case Study
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-provides theoretical insight
-data is collected in the same way as ethnography (both methodological) -demonstrates how one organization or one individual responded to crisis -case study focuses on artifacts -case study relies on emic (internal) data |
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Reporting Findings
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-adapt writing to interests of audience
-categorize information so others can see and understand patterns -use rich descriptive data -scientific story telling |
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Nonrandom Sample
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sample chosen by judgement of researcher
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Key informant
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can lead to new information, interviewee considered capable of speaking on behalf of or about others, can lead to network sampling
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Network Sampling
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sampling using members of a network to introduce you to other members of the network; snowball sampling
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Complete Observer
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no interaction with informants; they are not aware that they are being watched, does not mean reseracher has no contact with informants
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Observer as participant
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used in one-visit scenarios, interacts with informants, low involvement, face the risk of misunderstanding the informants' answers
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Participant as Observer
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typically in studies of communities, mutual trust is developed between researcher and participants, potential bias that both parties may ask or answer questions that would hurt their relationship
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Complete participant
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researcher participates so closely to informants' lives that their research role may be unknown to them, reserachers pretend to be other than they really are
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Negative Instance
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when something goes against the pattern; want negative instances to confirm the pattern
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Focus group
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6-12 people in a discussion lead by a moderator (discuss topic of interest)
-provide greater quality, diversity, and insight from people discussing topic together |
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Planned (fully structured)
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interviewer determines the questions, format, and order they will be asked in
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Participant Observation
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spantanious interview, participant as observer role
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Grass hut
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do interview on location
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Lab
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off location
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Roles of the Interviewer
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-use open-ended questions to elicit more data
-use jargon (their language) -be excited and thankful -use example questions -consider religious, cultural, and technology sensitivities -use different tipes of questions |
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Reliability & Validity issues of Ethnography
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-variability of human behavior over time
-researcher bias -researcher selects participants for interviews |
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Saturation
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When you see and hear the same thing over time
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GOOD FIELD NOTES
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-be descriptive
-gather variety of info from different perspectives -cross-validate by gathering observations, interviews, documents, programs, recordings, and photographs -Use quotations -capture participants own words -select key informants wisely -be aware of different stages of field work -be as descriptive as possible -find commonalities |
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How to establish trust and rapport
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entry: build trust and rapport (observer is also being observed)
middle- stay alert and disciplined end- focus on synethesizing (tie everything together) |
