Documente Academic
Documente Profesional
Documente Cultură
*Dr Amit k
Singh
**Mili Singh
ML Mh
CONSIDERED CONSIDERED FAIR
BAISED AND UNFAIR
a) Seeing
b) Hearing
c) Touching
d) Smelling
e) Tasting
Human relation 30
Training 10
Technology 10
Strategic planning 40
Other areas of action 10
Thus the above table can be analyzed to give the result of the
particular research. Using content analysis the communication
contents like speech, written text, interviews, images, cartoon,
and movies can be coded. These coding leads the communication
content in the form of machine readable text, the input is
analysed for frequencies and coded into the categories for
building up inferences. The methods of coding show high
reliability. Many software are available for coding, the research
can spend much less time coding the text. What used to take the
coding staff several days may now be done in few hours. Content
analysis software applies statistical algorithms to open-ended
question responses. This permit stemming, aliasing and exclusion
process. Stemming uses derivations of common root words to
create aliases (e.g. using searching, searches, searched for
search). Aliasing searches for synonym (wise or smart for
intelligent). Exclusion filters out trivial words (be, is, the, of) in
search for meaning.
Use of content analysis for message research- early content
analysis was limited to the measuring of space provided by the
newspaper/ magazine on particular topic i.e. coverage given to an
event. The comparative study of regional and national daily on
the coverage and importance they give to a particular event.
Using content analysis biasness in coverage and slant in the view
can also be inferred. Content analysis is done to show how women
are represented in media. Content analysis methodology was
adopted to show in Indian television women are stereotyped as
house wife. If working they are shown working as secretaries,
airhostesses, school teacher, receptionist etc.
Use of content analysis in Channel /media research-content
analysis of channel/ media is done to study their effectiveness of
a particular campaign. Advertisers do media research for best
suited medium for their campaign before putting their
advertisement in particular media. Many research works had done
using content analysis to study television violence. A content
analysis conducted by a team lead by Professor George Gerbner
of University of Pennsylvania in 1976, found that around 80% of
all program contained one or two violent incidence. The violence
shown was far from realistic. For example, televisions beating
produce little visible pain; the details of injury were shown in 14%
of all programs. Such portrayal made it difficult for viewers to
appreciate the downside of violent behavior. Violence rather than
the rule of law was depicted as the solution to the problem in 80%
of the cases.
In investigating the actual world of violence, the commission
found that only tiny percentage of population had any real
experience with the violence as victim, assailant or observer.
From this the research concluded that violence was depicted
unrealistically on TV when compare to real life.
References
B.Berelson, Content Analysis in Communication Research, Free
Press, New York,1952.
Klaus Krippenendorff, Content Analysis : An Introduction to its
Methodology, Sage Publication, Beverly Hill, CA,1980.
Cooper Donald R. and Schindler Pamela S, Bussiness Research
Methods, McGraw-Hill/Irwin,NY,2006.
Rodman George, Making Sense of Media: An Introduction to Mass
Communication, Allyn & Bacon, Needham Heights, MA,2001
Gupta Baldev Raj, Modern Journalism and Mass Communication,
Vishwavidyalaya Prakashan, Varansi,1997
Cothari C R, Research Methodology,Wishwa Prakashan ,New Delhi
,2002.
John W.Best and James V.Kahn, “Research in Education”, Prentice-
Hall of India Pvt. Ltd, New Delhi,1986.