Society and Culture
Society & Culture Association
Beginning Teachers Day
Methodology workshops Content Analysis
Jodi Arrow, North Sydney Girls’ High School
State Library of NSW
25 February, 2011
What is Content Analysis?
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NOT secondary research – a common misconception. Content analysis is a form of primary research. “A study and interpretation of written and visual material, for examples, magazines, television advertisements, photographs.” (BOS Syllabus)
An ANALYSIS of the content, not a summary.
Generally a quantitative methodology, when done by students (certainly this is where they should start as it is easier to understand) o Eg, counting column inches devoted to particular issues in a newspaper or magazine.
A little bit like ‘interviewing’ a form of media – interviewing a newspaper to find out what message it’s sending.
Where does it appear in the Syllabus?
Preliminary Course
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The Social and Cultural World – a ‘learn about’
Personal and Social Identity – ‘learn to’s’: “use content analysis to examine the ways in which television portrays adolescent experiences.”
Intercultural Communication: ‘learn to’s’: “apply content analysis to Australian media representation of the selected country”
HSC Course
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Social and Cultural Continuity and Change
An examinable methodology. It should be noted that as the exam now has multiple choice, it is even more important that the students know each of the methodologies and their application very well. The PIP
Commonly MIS-used, but often good PIPs will use content analysis very effectively, including a number of recent prize-winners. (See ‘Torture-tainment’ from 2008 – content analysis used to draw conclusions about the level and extent of ultra-violence in films from the 1960s and 2000s.)
Popular Culture:
Students learn to: utilise social and cultural research methodologies by: using content analysis to examine various media relating to
Beginning Teachers Day
Methodology workshops Content Analysis
Jodi Arrow, North Sydney Girls’ High School
State Library of NSW
25 February, 2011
What is Content Analysis?
•
•
•
•
•
NOT secondary research – a common misconception. Content analysis is a form of primary research. “A study and interpretation of written and visual material, for examples, magazines, television advertisements, photographs.” (BOS Syllabus)
An ANALYSIS of the content, not a summary.
Generally a quantitative methodology, when done by students (certainly this is where they should start as it is easier to understand) o Eg, counting column inches devoted to particular issues in a newspaper or magazine.
A little bit like ‘interviewing’ a form of media – interviewing a newspaper to find out what message it’s sending.
Where does it appear in the Syllabus?
Preliminary Course
•
•
•
The Social and Cultural World – a ‘learn about’
Personal and Social Identity – ‘learn to’s’: “use content analysis to examine the ways in which television portrays adolescent experiences.”
Intercultural Communication: ‘learn to’s’: “apply content analysis to Australian media representation of the selected country”
HSC Course
•
•
•
•
•
•
Social and Cultural Continuity and Change
An examinable methodology. It should be noted that as the exam now has multiple choice, it is even more important that the students know each of the methodologies and their application very well. The PIP
Commonly MIS-used, but often good PIPs will use content analysis very effectively, including a number of recent prize-winners. (See ‘Torture-tainment’ from 2008 – content analysis used to draw conclusions about the level and extent of ultra-violence in films from the 1960s and 2000s.)
Popular Culture:
Students learn to: utilise social and cultural research methodologies by: using content analysis to examine various media relating to