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Chapter 9
Chapter 9 Terms
38
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Undergraduate 4
09/16/2010

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Term
Textual Analysis
Definition
The method of communication researchers use to describe and interpret the characteristics of a recorded or visual message
Term
Transcripts of Conmm.
Definition
Verbatim recordings of actual communication such as written transcripts
Term
Outputs of Comm.
Definition
Messages produced by communicators themselves including: written artifacts, works of art and other symbolic outputs
Term
Archival Comm Research
Definition
involves examining the communication embedded in existing records of human behavior kept in archives
Term
Rhetorical Critism
Definition
a systematic method for describing, analyzing, interpreting and evaluating the persuasive force of messages embedded within texts
Term
Functions of Rhetorical Criticism
Definition
-shows purposes
-explains social, cultural, historical contexts
-provides social criticism
-contributes to theory-building
-pedagogical (teaching something new about persuasion)
Term
Classical Rhetoric
Definition
Examines characteristics and effects of persuasive public speaking
Term
Contemporary Rhetorical Criticism
Definition
Incorporation of philosophical, theoretical and methodological perspectives used to study the impact of types of text and messages
Term
Historical Criticism
Definition
Examines how important past events shape and are shaped by rhetorical messages,
Term
Genre Criticism
Definition
Rejects using a single set of criteria to evaluate all persuasive messages. Instead the standards vary by genre of text being studied
Term
Dramatic Criticism
Definition
The view that all communication can be seen in terms of elements that comprise a dramatic event.
Term
Metaphoric Criticism
Definition
Assumes we can never know reality directly
Term
Narrative Criticism
Definition
Assumes all messages function as narratives
Term
Feminist Criticism
Definition
Analyzes how conceptions of gender are produced and maintained in persuasive messages
Term
Content Analysis
Definition
Used to identify, enumerate and analyze occurrences of specific messages and message characteristics embedded in texts
Term
Qualitative Content Analysis
Definition
When researchers are more concerned with the meaning associated with messages than with the number of times message variables occur
Term
Quantitative Content Analysis
Definition
Systematic and replicable examinations of symbols of communication which have been assinged numeric values according to valid measurement rules, and the analysis of relationships involving those values using statistical methods in order to: describe the communication, draw inferences about its meaning or infer from the communication to its context, both of production and consumption
Term
Value of Quantitative Analysis
Definition
-An unobtrusive technique
-Accepts unstructured material
-Data appears in a context
-Handles massive amounts of data
Term
Types of Units
Definition
-Physical
-Syntactical
-Referential/Character
-Propositional
-Thematic
Term
Unitizing
Definition
First step, identifying a message to code
Term
Physical Units
Definition
The space and time devoted to content such as the number of particular items

Ex. average story length and proportion of items on the front page
Term
Meaning Units
Definition
Have symbolic meaning and are less standardized than physical units
Term
Syntactical Units
Definition
Consist of discrete unites of language such as individual words, sentences, paragraphs

Ex. Determine balanced coverage by counting # of words devoted to one side of argument
Term
Referential/Character Units
Definition
Involve some physical or temporal unit referred to within the content. Can be used to measure the meaning attached to a particular person, event or issue

Ex. national media coverage of female congressional candidates
Term
Propositional units
Definition
Place content into a consistent structure such as assertions about an object

Ex. Analyze patients' memorable pos/neg experiences during hospital stay
Term
Propositional units
Definition
Place content into a consistent structure such as assertions about an object
Term
Thematic Units
Definition
Topics contained within messages

Ex. Depiction of race in reality-based police TV show
Term
Coders
Definition
Observers who identify the appropriate category for each unit
Term
Conversation Analysis
Definition
Study of interaction using quantitative methods
Term
Interaction Analysis
Definition
Study of interaction using quantitative methods
Term
Conducting Interaction Analysis
Definition
-obtaining a sample of interaction
-analyzing that sample of interaction
Term
Performance Studies
Definition
The process of dialogic engagement with one's own and others' aesthetic communication through the means of performance
Term
Berelson (1952)
Definition
Content analysis is a research technique for the objective, systematic and quantitative description of manifest content of communication
Term
Kippendorf (1980)
Definition
Emphasized "inference"-reading between the lines. The context of the content is important to the analysis
Term
Benefits of Content Analysis
Definition
-Analyze large data sets
-Data is readily available
-Conducted quickly and cheaply
-Unobtrusive method of analysis
-Account for content items
-Generalizable
-No IRB
Term
Disadvantages of Content Analysis
Definition
-Communication must be recorded
-Rigid categories overlook insight
-Difficulty in implementing(sampling, ICR)
Term
Formal Steps from Kaid
Definition
1. Formulate RQ's and hypothesis
2. Select Sample
3. Define Categories
4. Outline coding processes, train coders
5. Implement coding process
6. Determine reliability and validity
7. Analyze Results
Term
There are X items with X variables in each category:
Definition
= X%
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