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Samenvatting - Methoden van communicatieonderzoek
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Samenvatting van de lessen Methoden van communicatieonderzoek/methods of communication research
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InhoudsopgaveIntroduc)on.................................................................................................................................................... 4
What is research? .......................................................................................................................................... 4
Communica3on research as interdisciplinair research .................................................................................. 4
1 Literature review ................................................................................................................................... 5
1.1 Why literature review? ......................................................................................................................... 5
Narra3ve review ............................................................................................................................................ 5
Systema3c review .......................................................................................................................................... 5
Meta-analysis ................................................................................................................................................. 6
1.2 Advantages & disadvantages literature review.................................................................................... 6
2 Experiments........................................................................................................................................... 7
2.1 Introduc=on .......................................................................................................................................... 7
2.2 Types of experiments ............................................................................................................................ 7
1) Laboratory experiment......................................................................................................................... 7
2) Field experiment: natural seIng ......................................................................................................... 7
3) Natural experiment: non-interference ................................................................................................. 7
2.3 Terminology .......................................................................................................................................... 7
Independent variables: .................................................................................................................................. 7
2.4 Experimental designs ........................................................................................................................... 8
Pure or classical experimental design ............................................................................................................ 8
Quasi-experimental design ............................................................................................................................ 8
2.5 Research designs .................................................................................................................................. 9
Roadmap:....................................................................................................................................................... 9
Sta3s3cal terms: .......................................................................................................................................... 10
2.6 Summary of experiments.................................................................................................................... 10
3 Survey research & diary research ......................................................................................................... 12
3.1 Introduc=on survey research .............................................................................................................. 12
What is survey research used for? ............................................................................................................... 12
How is this inves3gated? ............................................................................................................................. 12
Why are surveys popular ............................................................................................................................. 12
Steps in survey research .............................................................................................................................. 12
Types of mode of data collec3on ................................................................................................................. 12
3.2 Types of surveys ................................................................................................................................. 13
Problems with survey research.................................................................................................................... 13
What does diary research do differently?.................................................................................................... 14
3.3 Summary ............................................................................................................................................ 14
The future: ecological momentary assessment ........................................................................................... 15
Tips for online survey research .................................................................................................................... 15
4 Quan)ta)ve content analysis............................................................................................................... 16
4.1 Quan=ta=ve content analysis:............................................................................................................ 16
1
, 4.2 Content ............................................................................................................................................... 16
How to get a data set? ................................................................................................................................. 16
4.3 Analysis .............................................................................................................................................. 17
5 Qualita)ve communica)on research .................................................................................................... 18
5.1 Introduc=on ........................................................................................................................................ 18
5.2 Media, Culture, Society ...................................................................................................................... 18
Society ......................................................................................................................................................... 18
Media ........................................................................................................................................................... 18
Culture ......................................................................................................................................................... 19
5.3 Research example............................................................................................................................... 19
5.4 The circuit of culture........................................................................................................................... 20
Research example the circuit of culture ...................................................................................................... 20
Difference with quan3ta3ve research ......................................................................................................... 20
5.5 The founda=ons of doing quali=ve communica=on research ............................................................ 21
Founda3ons ................................................................................................................................................. 21
The ontology of qualita3ve communica3on research ` ............................................................................... 21
The epistemology of qualita3ve communica3on research .......................................................................... 21
5.6 Unit of analysis and sampling ............................................................................................................ 23
6 Objec)vist forms of content analysis.................................................................................................... 24
6.1 Introduc=on ........................................................................................................................................ 24
Qualita3ve content analysis ......................................................................................................................... 24
Quan3ta3ve content analysis ...................................................................................................................... 24
6.2 Quan=ta=ve content analysis............................................................................................................. 25
Focus on “objec3vity.................................................................................................................................... 25
Focus on systema3city ................................................................................................................................. 25
Advantages: ................................................................................................................................................. 25
Key steps in quan3ta3ve content analysis ................................................................................................... 25
Codebook..................................................................................................................................................... 25
6.3 Qualita=ve content analysis ............................................................................................................... 25
Characteris3cs.............................................................................................................................................. 25
Key steps in qualita3ve content analysis ..................................................................................................... 26
6.4 Construc=vist forms of content analysis in media and cultural studies (textual analysis of mediated
fic=on) 26
Fact and fic3on ............................................................................................................................................ 26
Representa3on ............................................................................................................................................ 26
Why construc3vist analysis of mediated fic3ons? ....................................................................................... 27
Genre ........................................................................................................................................................... 27
6.5 Textual analysis in media and cultural studies ................................................................................... 27
How to do textual analysis in a semi-structured manner? .......................................................................... 28
Cri3quing textual analysis ............................................................................................................................ 29
7 Discourse analysis ................................................................................................................................ 30
7.1 What is discourse analysis? ................................................................................................................ 30
7.2 Cri=cal discourse analysis (CDA) ......................................................................................................... 31
7.3 Key concepts in CDA ........................................................................................................................... 31
Key concept: POWER ................................................................................................................................... 31
Key concept: IDEOLOGY ............................................................................................................................... 32
Key concept: ARTICULATION ........................................................................................................................ 32
2
, 7.4 CDA step-by-step ................................................................................................................................ 33
8 Researching engagement ..................................................................................................................... 34
8.1 Approaches to study media engagement ........................................................................................... 34
Audiences as ac3ve agents .......................................................................................................................... 34
9 Guest lecture: Topics, en))es and sen)ment: techniques in automated content analysis..................... 37
9.1 Automated content analysis ............................................................................................................... 37
Examples ...................................................................................................................................................... 37
Approaches .................................................................................................................................................. 37
9.2 Use case ............................................................................................................................................. 38
Topic modeling and topic classifica3on ....................................................................................................... 38
Topic classifica3on ....................................................................................................................................... 38
Topic modeling ............................................................................................................................................. 39
9.3 Named en=ty recogni=on ................................................................................................................... 39
9.4 Sen=ment analysis.............................................................................................................................. 40
Actual use case ............................................................................................................................................ 40
9.5 Takeaways .......................................................................................................................................... 40
3
, Communication research methods
Introduc)on
What is research?
- Students actually don't like to do it, a methodology course is actually allowing the inner
child to surface: children are curious
- Research actually literally means searching, seeking informa?on about something
- You are constantly researching in your daily life: which phone do I buy? Is this series
something for me?
S?ll, scien?fic research is different from everyday research:
Scien?fic research:
- More systema?c
- More fact-based
- More cau?ous
- More focus on correctness
Communica1on research as interdisciplinair research
2 major streams within communica?on science research:
- Humani?es-oriented study of media and communica?on:
o Disciplines that analyze and understand products of human culture from language,
art history literature, history, philosophy, culture, ...
- Social science-oriented study of media and communica?on:
o Disciplines that analyze, understand and predict human behavior such as sociology,
psychology, poli?cal science, ...
àNo strict separa?on, much interdisciplinary research (combina?ons)
Difference quan1a1ve and qualita1ve research:
- Quan?ta?ve researchers are oRen accused of being too narrow (not including the
broader context of research ques?on)
- Qualita?ve researchers are accused of making too many personal interpreta?ons, reading
things into texts that may not be there and being too evalua?ve and value-driven
(thinking too much from a personal perspec?ve)
Quan?ta?ve research Qualita?ve research
- Coun?ng, measuring - Evaluate
- Processes the data collected - Use concepts to explain
- Focuses on incidents in texts - Focus for aesthe?cs in texts
- Sta?s?cal - Theore?cal
- Describes, explains and predicts - Interpreta?on
- Leads to hypothesis or theory - Leads to evalua?on
- Methodology can be aYacked - Interpreta?on can be aYacked
4
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