COM 633: Content AnalysisResult & Reporting

Kimberly A. Neuendorf, Ph.D.

Cleveland State UniversityFall 2010

Hypotheses and Research Questions

The difference? Let’s discuss.

Selecting Appropriate Statistics

Presenting Results:Tables and Figures

Frequencies

Co-Occurrences

Time LinesBivariate, typically. . . with time as the IV

Source: Finkel, S. E., & Geer, J. G. (1998). A spot check: Casting doubt on the demobilizing effect of attack advertising. American Journal of Political Science, 42, 573-595.

Source: McQuarrie, E. F., & Phillips, B. J. (2008). It’s not your father’s magazine ad: Magnitude and direction of recent changes in advertising style. Journal of Advertising, 37(3), 95-106.

Source: McQuarrie, E. F., & Phillips, B. J. (2008). It’s not your father’s magazine ad: Magnitude and direction of recent changes in advertising style. Journal of Advertising, 37(3), 95-106.

Source: Simonton, D. K. (1980). Thematic fame and melodic originality in classical music: A multivariate computer-content analysis. Journal of Personality, 48(2), 206-219.

Bivariate RelationshipsA single IV and a single DV shown in one table

Source: Cressman, D. L., Callister, M., Robinson, T., & Near, C. (2009). Swearing in the cinema: An analysis of profanity in US teen-oriented movies, 1980-2006.

Source: Cressman, D. L., Callister, M., Robinson, T., & Near, C. (2009). Swearing in the cinema: An analysis of profanity in US teen-oriented movies, 1980-2006.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Source: Cressman, D. L., Callister, M., Robinson, T., & Near, C. (2009). Swearing in the cinema: An analysis of profanity in US teen-oriented movies, 1980-2006.

Source: Cressman, D. L., Callister, M., Robinson, T., & Near, C. (2009). Swearing in the cinema: An analysis of profanity in US teen-oriented movies, 1980-2006.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Source: Cressman, D. L., Callister, M., Robinson, T., & Near, C. (2009). Swearing in the cinema: An analysis of profanity in US teen-oriented movies, 1980-2006.

Source: Cressman, D. L., Callister, M., Robinson, T., & Near, C. (2009). Swearing in the cinema: An analysis of profanity in US teen-oriented movies, 1980-2006.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DVs = ???Hypotheses = ???Statistic(s) = ???

Source: Taylor, C. R., & Taylor, J. C. (1994). Regulatory issues in outdoor advertising: A content analysis of billboards. Journal of Public Policy & Marketing, 13(1), 97-107.

Source: Taylor, C. R., & Taylor, J. C. (1994). Regulatory issues in outdoor advertising: A content analysis of billboards. Journal of Public Policy & Marketing, 13(1), 97-107.

IV = ???DV = ???Hypothesis = ???Statistic(s) = ???

Bivariate RelationshipsMultiple DVs shown in same table

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DVs = ???Hypotheses = ???Statistic(s) = ???

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DVs = ???Hypotheses = ???Statistic(s) = ???

Source: Pettijohn, R. F. II, & Tesser, A. (1999). Popularity in environmental context: Facial feature assessment of American movie actresses. Media Psychology, 1, 229-247.

Source: Pettijohn, R. F. II, & Tesser, A. (1999). Popularity in environmental context: Facial feature assessment of American movie actresses. Media Psychology, 1, 229-247.

IV = ???DVs = ???Hypotheses = ???Statistic(s) = ???

Bivariate RelationshipsMultiple IVs shown in same table

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

Source: Pan, P.-L., Meng, J., & Zhou, S. (2010). Morality or equality? Ideological framing in news coverage of gay marriage legitimization. The Social Science Journal, 47, 630-645.

IV = ???DVs = ???Hypotheses = ???Statistic(s) = ???

Source: Smith, S. S. (2008). From violent words to violent deeds: Assessing risk from FBI threatening communication cases. In J. R. Meloy, L. Sheridan, & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis (pp. 435-566). Oxford: Oxford University Press.

Source: Smith, S. S. (2008). From violent words to violent deeds: Assessing risk from FBI threatening communication cases. In J. R. Meloy, L. Sheridan, & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis (pp. 435-566). Oxford: Oxford University Press.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Source: Smith, S. S. (2008). From violent words to violent deeds: Assessing risk from FBI threatening communication cases. In J. R. Meloy, L. Sheridan, & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis (pp. 435-566). Oxford: Oxford University Press.

Source: Smith, S. S. (2008). From violent words to violent deeds: Assessing risk from FBI threatening communication cases. In J. R. Meloy, L. Sheridan, & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis (pp. 435-566). Oxford: Oxford University Press.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Multivariate Relationships

Source: Smith, S. S. (2008). From violent words to violent deeds: Assessing risk from FBI threatening communication cases. In J. R. Meloy, L. Sheridan, & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis (pp. 435-566). Oxford: Oxford University Press.

Source: Smith, S. S. (2008). From violent words to violent deeds: Assessing risk from FBI threatening communication cases. In J. R. Meloy, L. Sheridan, & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis (pp. 435-566). Oxford: Oxford University Press.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3), 19-33.

Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3), 19-33.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Source: Conrad, K., Dixon, T., & Zhang, Y. (2009). Controversial rap themes, gender portrayals and skin tone distortion: A content analysis of rap music videos. Journal of Broadcasting & Electronic Media, 53, 134-156.

Source: Conrad, K., Dixon, T., & Zhang, Y. (2009). Controversial rap themes, gender portrayals and skin tone distortion: A content analysis of rap music videos. Journal of Broadcasting & Electronic Media, 53, 134-156.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Source: Conrad, K., Dixon, T., & Zhang, Y. (2009). Controversial rap themes, gender portrayals and skin tone distortion: A content analysis of rap music videos. Journal of Broadcasting & Electronic Media, 53, 134-156.

Source: Conrad, K., Dixon, T., & Zhang, Y. (2009). Controversial rap themes, gender portrayals and skin tone distortion: A content analysis of rap music videos. Journal of Broadcasting & Electronic Media, 53, 134-156.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Source: Neuendorf, K. A., Gore, T. D., Dalessandro, A., Janstova, P., & Snyder-Suhy, S. (2010). Shaken and stirred: A content analysis of women’s portrayals in James Bond films. Sex Roles, 62, 747-761.

ADD BOND hierarchical regression!! IVs = ???

DV = ???Hypotheses = ???Statistic(s) = ???

Source: Neuendorf, K. A., Gore, T. D., Dalessandro, A., Janstova, P., & Snyder-Suhy, S. (2010). Shaken and stirred: A content analysis of women’s portrayals in James Bond films. Sex Roles, 62, 747-761.

Source: Watt, J. H., Jr., & Welch, A. J. (1983). Effects of static and dynamic complexity on children’s attention and recall of televised instruction. In J. Bryant & D. R. Anderson (Eds.), Children’s understanding of television: Research on attention and comprehension (pp. 69-102). New York: Academic Press.

IVs = ???DV = ???Hypotheses = ???Statistic(s) = ???

Source: Watt, J. H., Jr., & Welch, A. J. (1983). Effects of static and dynamic complexity on children’s attention and recall of televised instruction. In J. Bryant & D. R. Anderson (Eds.), Children’s understanding of television: Research on attention and comprehension (pp. 69-102). New York: Academic Press.

Pictorial Presentations

end

FROM VIOLENT WORDS TO VIOLENT DEEDS

Predictive EquationProbability Probability ScoreScore

.00-.19 (low).00-.19 (low)

.20-.49 (mod).20-.49 (mod)

.5-1.00 (high).5-1.00 (high)

PredictionPrediction

No ActionNo Action

ActionAction

Can’t PredictCan’t Predict

% of Correct% of Correct

PredictionsPredictions93%93%

Not ApplicableNot Applicable

92%92%