URBS 260- 09B - Content Analysis.pdf

URBS 260 ANALYTICAL METHODS IN URBAN STUDIES CONTENT ANALYSIS TODAY’S AGENDA 1. Introduction 2. Coding 3. Qualitative Content Analysis 4. Readers and audiences—active or passive? 5. Two approaches to the study of language 6. Learning Objectives CONTENT ANALYSIS • The examination and coding of...

URBS 260 ANALYTICAL METHODS IN URBAN STUDIES CONTENT ANALYSIS TODAY’S AGENDA 1. Introduction 2. Coding 3. Qualitative Content Analysis 4. Readers and audiences—active or passive? 5. Two approaches to the study of language 6. Learning Objectives CONTENT ANALYSIS • The examination and coding of documents and texts: Printed, visual, aural, or virtual • Who writes/reports? • What gets written/reported? • Where is it written/reported? • Why is this issue written/reported? • When it gets written/reported? • Most importantly, what is left out? • Can be quantitative or qualitative. WHAT THINGS CAN BE COUNTED (OR OTHERWISE ANALYZED)? • Words, including the pairing of certain words • e.g., feminist/spirituality, race/politics, rave/drugs, etc. • Subjects and themes • This includes both manifest and latent content. • e.g., the subject of ‘women in politics,’ and whether gender stereotypes are invoked or implied. WHAT THINGS CAN BE COUNTED (OR OTHERWISE ANALYZED)? • Value positions • Positive or negative view • e.g., the subject of ‘multiculturalism’ • What is the presentation front • e.g. personal ads • Women present based on appearance. • Men present based in employment. 2- CODING CODING Two key concerns: 1. Designing a coding schedule • The form where the data are recorded 1. Designing a coding manual • The set of instructions to coders • Lists what is to be coded, the categories subsumed under each dimension, the numbers (codes) that correspond to each category, and general guidance for coders Examples of a coding schedule and a coding manual: Study of newspaper articles on crime A CODING SCHEDULE FOR AN ARTICLE DEPICTING A ROAD RAGE INCIDENT INVOLVING TWO MALE MOTORISTS • Retired school teacher, age 68 • Assembly-line worker, age 26 A CODING SCHEDULE, CONTAINING A FEW ERRORS, FOR AN ARTICLE DESCRIBING HOW AN UNEMPLOYED 34-YEAR OLD FEMALE KNOCKED DOWN AN 86-YEAR-OLD WOMAN AND TOOK HER PURSE A CODING SCHEDULE, CONTAINING A FEW ERRORS, FOR AN ARTICLE DESCRIBING HOW AN UNEMPLOYED 34-YEAR OLD FEMALE KNOCKED DOWN AN 86-YEAR-OLD WOMAN AND TOOK HER PURSE ISSUES IN DEVISING CODING SCHEMES • The categories must be mutually exclusive. • The categories must be exhaustive. • The instructions must be clear. • The unit of analysis must be clear. • Pilot test will reduce risks of error. QUALITATIVE CONTENT ANALYSIS QUALITATIVE CONTENT ANALYSIS: ETHNOGRAPHIC • Ethnographic content analysis (Altheide, 1996) • Differs from quantitative content analysis in that the researcher is constantly revising the themes or categories as the data are examined. • Emphasizes the context in which the documents were generated. • May also be referred to as Meta-Ethnography – as you are reviewing multiple sources of information like a meta-analysis. QUALITATIVE CONTENT ANALYSIS: ETHNOGRAPHIC • Semiotics: The‘science of signs’ • Seeks to expose hidden meanings in texts This Photo by Unknown Author is licensed under CC BY-NC QUALITATIVE CONTENT ANALYSIS: SEMIOTICS: Semiotics Terminology • Sign • • Signifier • • The obvious meaning of a signifier Connotative meaning • • The meaning that is pointed to Denotative meaning • • Thing that indicates an underlying meaning Signified • • Stands for something else Secondary meaning that arises with the denotative meaning Polysemy • Recognizes that signs may be interpreted differently This Photo by Unknown Author is licensed under CC BY-NC-ND CONTENT ANALYSIS Wordwatchers (2020), The Race is On: A Content Analysis of the 2020 Presidential Nomination Acceptance Speeches Retrieved from: https://wordwatchers.wordpress.com/2020/09/09/the-race-is-on-a-content-analysis-of-the-2020-presidential-nominationacceptance-speeches/ CONTENT ANALYSIS Wordwatchers (2020), The Race is On: A Content Analysis of the 2020 Presidential Nomination Acceptance Speeches Retrieved from: https://wordwatchers.wordpress.com/2020/09/09/the-race-is-on-a-content-analysis-of-the-2020-presidential-nominationacceptance-speeches/ QUALITATIVE CONTENT ANALYSIS: HERMENEUTICS • The meaning of a text involve the author’s circumstances and the context in which the text was constructed. • Must be considered during analysis. HISTORY – I.E. PERSPECTIVE OF WINNERS VS LOSERS OF WAR READERS: ACTIVE OR PASSIVE • Do readers accept the interpretation at face value or do they read with critique and evaluation? • Do they re-interpret what is written? • Social researchers interpret data through their own frame of reference. • Conclusions reflect interpretations of particular researcher not all possible interpretations. THE STUDY OF LANGUAGE THE STUDY OF LANGUAGE Conversation analysis • Applies to quantitative and qualitative methods. • Examines how social order is created through communication. • Social order is an achievement not an objective pre-existing phenomenon that we uncover. • Assumptions: • Talk is structured. • Talk is forged contextually. • Analysis should be grounded in data. THE STUDY OF LANGUAGE Conversation analysis • Qualitative methodology • Focuses on reflexivity (responds to context) • Contextual understanding • A constructionism ontology • Quantitative methodology • Data from naturally occurring situations (naturalist) This Photo by Unknown Author is licensed under CC BYSA • Positivist orientation on replicability • Context means just the words said prior to a response THE STUDY OF LANGUAGE Conversation analysis • Characteristics of how talk is organized • Turn-taking • Adjacency pairs • How the talk moves between parties (e.g., question–answer) • Preference organization • Preferred responses and non-preferred responses • Cultural contexts are not permitted • Focus is limited to words themselves THE STUDY OF LANGUAGE Discourse Analysis • Includes elements of conversation analysis • Broader and more flexible • Covers communication other than talk • Anti-realist (objective reality waiting to be found) • Tends toward a constructionist orientation • Strategies employed to create different effects • I.e. Our ways of understanding the world are created and maintained by social processes (Burr 1995 & Gergen 1985) THE STUDY OF LANGUAGE Gill (2000) identified four themes in discourse analysis: 1. Discourse is a topic in itself. • It is not just a means of getting at a reality that lies behind it. 2. Language is constructive. • It creates a particular view of reality. 3. Discourse is a form of action. 4. Discourse is rhetorically organized. THE STUDY OF LANGUAGE • Discourse Analysis Strategies • Quantification rhetoric • Statements involving numbers or quantities made to support/refute arguments • Using variation in numbers to highlight contrast • Attention to specific (supportive) detail • Rhetorical detail ADVANTAGES OF CONTENT ANALYSIS • In its quantitative form it is very transparent, and therefore easily replicated. • It allows for longitudinal analysis. • It is an unobtrusive method. • It is flexible: It can be used with several kinds of unstructured information. • Overcomes social barriers to researcher access. DISADVANTAGES OF CONTENT ANALYSIS • Limitations due to the texts analyzed (e.g., authenticity, credibility, representativeness) • There is usually some inter-coder and intra-coder unreliability. • There is a potential for invalid conjecture, especially in discussions of latent meanings. • It is difficult to answer ‘Why?’ questions using this method. • Its emphasis on measurement may make it atheoretical in nature. SECOND PRESIDENTIAL DEBATE WITH KRISTEN WELKER COVID-19 • So as you know, 2.2 million people modeled out, were expected to die. We closed up the greatest economy in the world in order to fight this horrible disease that came from China. It’s a worldwide pandemic. It’s all over the world. You see the spikes in Europe and many other places right now. If you notice, the mortality rate is down 85%. The excess mortality rate is way down and much lower than almost any other country. And we’re fighting it and we’re fighting it hard. There is a spike. There was a spike in Florida and it’s now gone. • There was a very big spike in Texas. It’s now gone. There was a very big spike in Arizona. It’s now gone. And there was some spikes and surges and other places, they will soon be gone. We have a vaccine that’s coming. It’s ready. It’s going to be announced within weeks. And it’s going to be delivered. We have Operation Warp Speed, which is the military is going to distribute the vaccine. • I can tell you from personal experience, I was in the hospital. I had it and I got better. And I will tell you that I had something that they gave me, a therapeutic, I guess they would call it. Some people could say it was a cure, but I was in for a short period of time. And I got better very fast or I wouldn’t be here tonight. And now they say I’m immune. Whether it’s four months or a lifetime, nobody’s been able to say that, but I’m immune. More and more people are getting better. We have a problem that’s a worldwide problem. This is a worldwide problem, but I’ve been congratulated by the heads of many countries on what we’ve been able to do. If you take a look at what we’ve done in terms of goggles and masks and gowns and everything else, and in particular ventilators we’re now making ventilators all over the world, thousands and thousands a month distributing them all over the world. It will go away. And as I say, we’re rounding the turn. We’re rounding the corner. It’s going away. • 220,000 Americans dead. You hear nothing else I say tonight, hear this. Anyone who is responsible for not taking control. In fact, not saying I take no responsibility initially. Anyone is responsible for that many deaths should not remain as president of the United States of America. We’re in a situation where there are a thousand deaths a day now. A thousand deaths a day. And there are over 70,000 new cases per day. Compared to what’s going on in Europe as the New England Medical Journal said, they’re starting from a very low rate. We’re starting from a very high rate. • The expectation is we’ll have another 200,000 Americans dead between now and the end of the year. If we just wore these masks, the president’s own advisors have told him, we can save a 100,000 lives. And we’re in a circumstance where the president thus far and still has no plan, no comprehensive plan. • What I would do is make sure we have everyone encouraged to wear a mask all the time. I would make sure we move into the direction of rapid testing, investing in rapid testing. I would make sure that we set up national standards as to how to open up schools and open up businesses so they can be safe and give them the wherewithal, the financial resources to be able to do that. • We’re in a situation now where the New England Medical Journal, one of the serious, most serious journals in the whole world said for the first time ever that the way this president has responded to this crisis has been absolutely tragic. And so folks, I will take care of this. I will end this. I will make sure we have a plan. https://www.rev.com/transcripteditor/shared/3IlIb1iq20JmtsuQMsX1YNfKebUgfk8ivwWXCxsd8GYr56rx_OLYk0PADSIf16xUydnnKNStU ZTZ6wXiYm2MHxr9wMo?loadFrom=PastedDeeplink&ts=761.38 WORD CLOUDS OF PRESIDENTIAL DEBATES ANSWER ON COVID-19 SECOND DEBATE WITH KRISTEN WELKER CLIMATE CHANGE So, we have the trillion trees program, we have so many different programs, I do love the environment, but what I want is that cleanest crystal-clear water, the cleanest air. We have the best lowest number in carbon emissions, which is a big standard that I noticed Obama goes with all the time, not Joe, I haven’t heard Joe use the term because I’m not sure he knows what it represents or means, but I have heard Obama use it. And we have the best carbon emission numbers that we’ve had in 35 years under this administration, we are working so well with industry, but here’s what we can’t do. Look at China, how filthy it is, look at Russia, look at India, it’s filthy, the air is filthy. The [Paris Accord 00:00:13:55], I took us out because we were going to have to spend trillions of dollars and we were treated very unfairly. When they put us in there, they did us a great disservice, they were going to take away our businesses. I will not sacrifice tens of millions of jobs, thousands and thousands of companies because of the Paris Accord, it was so unfair. China doesn’t kick in until 2030, Russia goes back to a low standard, and we kicked in right away, it would have been… It would have destroyed our businesses. So, you ready? We have done an incredible job environmentally, we have the cleanest air, the cleanest water, and the best carbon emission standards that we’ve seen in many, many years. Climate change, global warming is an existential threat to humanity. We have a moral obligation to deal with it. And we’re told by all the leading scientists in the world we don’t have much time, we’re going to pass the point of no return within the next 8 to 10 years. Four more years of this man eliminating all the regulations that were put in by us to clean up the climate, to clean up… To limit the emissions, will put us in a position where we’re going to be in real trouble. Here’s where we have a great opportunity. I was able to get both all the environmental organizations as well as the labor, the people worried about jobs, to support my climate plan. Because what it does, it will create millions of new good paying jobs, we’re going to invest in, for example, 500,000… Excuse me, 50,000 charging stations on our highways so that we can own the electric car market of the future. In the meantime, China is doing that. We’re going to be in a position where we’re going to see to it that we’re going to take 4 million existing buildings and 2 million existing homes and retrofit them so they don’t leak as much energy, saving hundreds of millions of barrels of… So they don’t leak as much energy saving hundreds of millions of barrels of oil in the process and creating significant number of jobs. By the way, the whole idea of what this is all going to do, it’s going to create millions of jobs and it’s going to clean the environment. Our health and our jobs are at stake. That’s what’s happening and what right now, by the way, Wall Street firms indicated that my plan, my plan will in fact, create 18.6 million jobs, 7 million more than his. This is from Wall Street and I’ll create $1 trillion more in economic growth than his proposal does. Not on climate, just on economy. https://www.rev.com/transcripteditor/shared/3IlIb1iq20JmtsuQMsX1YNfKebUgfk8ivwWXCxsd8GYr56rx_OLYk0PADSIf16xUydnnKNStU ZTZ6wXiYm2MHxr9wMo?loadFrom=PastedDeeplink&ts=761.38 SECOND DEBATE WITH KRISTEN WELKER CLIMATE CHANGE