23 Jun For this assignment, worth 10% of your cour
For this assignment, worth 10% of your course grade, you will carry out your own
content analysis. Remember, you are conducting social scientific research, meaning that
your methods and research process should be logical, systematic, documented, and
unbiased. The unit of observation that you choose is flexible; you may analyze written
(such as a magazine, newspaper, book, social media, or a website), visual (such as a
television program, product advertisements, film, or music video), or auditory content
(such as sports/talk radio or song lyrics). Your sample size should be large enough to
report initial findings, but you are not expected to compile a massive dataset for this
activity. Specific examples are provided on the next page. Please come speak with me or
Erin if you have any questions about your topic or proposed methodology.
After completing your content analysis, you will write a paper (about 4 pages in length)
that describes your research. Please use standard document formatting in your paper
(double-spaced, 1 inch margins, 11 or 12 point font). Appropriate use of spelling and
grammar is important. You must attach your completed code sheet to your paper.
Your paper should include the following components:
1. State your research question and describe your methods (about 1.5 pages). At
the least, be sure to address the following questions:
?? What is your research question and hypothesis? Why did you expect your
independent and dependent variables to be associated?
?? What document(s) or artifact(s) did you analyze (i.e., unit of observation)?
Who composed it? When and why it was written/created?
?? How did you gather your sample?
?? Describe your coding process. How do you measure your key concepts?
Did you conduct a quantitative or qualitative analysis (or both)?
?? What steps, if any, did you take to ensure the accuracy of your data?
2. Describe your findings (less than 1 page). Did any interesting patterns or
anomalies emerge? Did your findings support or challenge your initial
hypotheses? Please keep in mind that I am not concerned about how interesting
your findings are, but I care a lot about whether you understand and can execute
content analysis. Please include the following:
?? a table or graph summarizing your findings
?? your completed code sheet (including data)
3. Write a discussion and conclusion (about 2 pages). Reflect on your experience
conducting a content analysis. What was frustrating, interesting, appealing, etc.?
If you were to expand or completely redo this project, what would you do
differently the second time around to better answer your research question? How
has the project changed your ideas about content analysis and/or about your area
of study, if at all?
Suggested Sample Size for Various Units of Observation
The examples below should help you get a sense of the sample size that is expected.
However, your sample size will vary depending on the nature of your research question
and your approach (i.e., are you coding every single word in the advertisement or are you
timing the length of the commercial?). Please make sure that Erin or I approve your
project before writing your paper.
?? analyze 10+ advertisements for a specific product (for example, beer, cell phone
providers, or prescription drugs). Or, you could observe all commercials during 1-
2 hours of programming.
?? watch 2-4 regulation-length basketball games, more or less depending on what
youre coding for. For example, if you are interested in fan responses to the “kiss
cam,” then it is more appropriate to watch more games since you could
foreseeably fast forward through most of the coverage. If you are doing a detailed
analysis of sports commentary, camera angles, etc., then 1-2 games is more
appropriate.
?? analyze lyrics from 10+ songs on the Billboard Hot 100 list.
?? read 10+ crime stories on the OColly website.
?? compare how several different news sources cover a specific topic or current
event (about 4 or so articles, all from different sources or multiple stories from the
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