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Sweetser Test 2
PR 5310 Test 2
57
Communication
Undergraduate 3
02/20/2011

Additional Communication Flashcards

 


 

Cards

Term
Textual Analysis
Definition

Method used to describe and interpret the characteristics of a recorded or visual message

 

4 categories

1. Rhetorical Criticism

2. Content analysis

3. Interaction analysis

4. Performance studies

Term
Transcripts of communication
Definition

verbatim recordings of actual communication


Ex. Recording of court documents

Term
Outputs of communication
Definition

messages produced by communications themselves

ex- written artifacts (letters)

 

Can be scripted/unscripted

Public/private

Term
Archival Communication Research
Definition
examining the communication embedded in existing records of human behavior kept in archives
Term
Rhetorical Criticism
Definition

Systematic method for describing analyzing interpreting and evaluating the persuasive force of messages embedded within texts

 

5 functions:

Purposes of messages

Contexts of messages

Social criticism

theory building

pedagogical (teaches)

Term
Classic Rhetoric
Definition
Examined characteristics and effects of persuasive public speaking
Term
Contemporary Rhetorical Criticism
Definition
A wide range of philosophical, theorectical and mehodological perspectives used to study the persuasive impact of many different types of texts and messages
Term
Historical Criticism
Definition
Examplifies how important past events shape and are shaped by rhetorical messages
Term
Oral Histories
Definition

investigate spoken accounts of personal experiences to understand more fully what happened in the past.

-Interviews with participants of past events

Term
Historical Case Studies
Definition
Examine texts related to a single salient historical event to understand the role played by communication
Term
Biographical Studies
Definition

examine public/private texts of prominent, influence or otherwise remarkable individuals

 

- how msg used by people helped them accomplish what they did

Term
Social Movement Studies
Definition

Examines persuasive strategies used to influence the historical development of specific campaigns and causes

 

-rise and fall of religions/cults/political parties/civil rights activism

Term
Neo-Aristotelian Criticism
Definition

Evaluates whether the most appropriate and effective means (as stated in Aristotle's Rhetoric) were used to create the rhetorical texts(s) intended to influence a particular audience.

 

goal- discover whether speaker makes best choices from inventory to get a favorable decision from a group in a specific situation

Term
Aristotle's Inventory for Describing and Evaluating Rhetoric
Definition

1. Invention- develipment using ethos, pathos, pathos and logos.

2. Disposition (organization)

3. Elocution (style)

4. Delivery (nonverbal presentation)

5. Memory

Term
Genre Criticism
Definition
no single set of criteria to evaluate instead standards vary according to the particular type  of text being studied- apply standards that are intrinsic to type of rhetorical act being studied.
Term
Aristotle Genres
Definition

1. Forensic- past concern- legality and justice

2. Epideictic- present cerimonial

3. Deliberative- future

 

New genres= apologias, self defense, etc.

 

Term
Dramatic Criticism
Definition
analyzes according to Kenneth Burke's view that all communication can be seen in terms of the elements of a dramatic event
Term

5 elements of a dramatic events

(dramatic criticism)

Definition

1. Act- particular message

2. Purpose- reason

3. agent- person who communicates the message

4. Agency- Medium

5. Scene- context

Term
Metaphoric Criticism
Definition
Assumes that we can never know reality directly- rhetor's language represents reality functioning as a metaphor- evaluate how metaphors are used to create a shared reality for the audience
Term
Narrative Criticism
Definition
Many (or all) persuasive messages function as narratives- stories accounts or tales- analyzes the stories rhetors tell and evaluate how effective they are.
Term
Fantasy Theme Analysis
Definition

Based on the work of Ernest Bromann- examines the common images used to portray narrative elements of situations described in a text

 

Mythic stories present in communication that invovle characters with which ppl identity

 

Categories

1. Fanatsy Themes

2. Fantasy Types

3. Rhetorical visions

4. Rhetorical Communities

Term
Feminist Criticism
Definition

analyzes how conceptions of gender are produced and maintained in persuasive messages

-people's conceptions of the characterisitics of men and women are shaped by rhetoric

Term
Content Analysis
Definition
Identitfies enumerates and analyzes occurrences of specific messages and message charactics embedded in texts
Term
Qualitative Content Analysis
Definition
interested in the meaningings associated with messages more than the # of times it occurs
Term
Quantitative Content Analysis
Definition

Systematic and replicable examination of symbols of communication- which have been assigned numeric values using statistical methods in order to analyze the communciation

 

Goals: describe and count the characteristics of messages embedded in texts

Term
Advantages to Quantitative Content Analysis
Definition

1. Unobtrusive technique- text already exists

2. Unstructured material- able to categorize

3. Context- study data as it appears in context

4. Handles massive amounts of data

Term
Unitizing
Definition
Identify the appropriate message unit to code
Term
Physical units
Definition
the space and time devoted to content, such as the number of particular items or amount of space devoted to them in the texts.
Term
Meaning units
Definition
units involving symbolic meaning, and, are less standardized than physical units
Term
Syntactical units
Definition
consist of discrete units of language, such as individual words, sentences, and paragraphs
Term
Referential Units
Definition

(aka character units)

involve some physical or temporal unit  referred to or alluded to within content... can be used to measure the meaning attached to a particular person, event or issue

Term
Propositional units
Definition
place content into a consistent structure, such as assertions about an object
Term
Thematic Units
Definition
topics containted within messages
Term
Quantitative Content-analytic procedures
Definition

1. Selecting texts

2. Determining the unit of analysis

3. Developing content categories

4. Coding units into categories

Analyzing the data

Term
Interaction analysis
Definition
A form of textual analysis that involves the use of quantitative methods to study interaction.
Term
Conversation analysis
Definition
involves the study of interaction useing qualitiative methods
Term
Performance Studies
Definition

the process of dialogic engagement with one's own and others' aesthetic communication through the means of performance

 

Researchers interpret texts by carefully examining their communication nuances and then recreating them through performance

Term

Framework

(the science of SM)

Definition

To measure results in social media:

Strategy>Management>Strategy

 

Strategy= goals, everything steams from goals, Not just "lofty things your come up with" The nucleus

Term

Focus on Interactions and engagement

 

(sceicne of SM)

Definition

"Have relations with out publics" Get back to the basics of PR

 

Judging # of likes, comments and impressions in FB and Twitter is not the best way to go about it.

Measures with litte significance w/o considing the realtionship

 

Use a coding system tailored to your needs- "What metrics do I care about?"

Term
Content Analysis
Definition

Berelson's Definition:

A research technique for the objective, systematic and quantitative description of manifest content of communication.

 

(manifest content= not reading between the lines)

Term
Manifest Content
Definition
Not reading in-between the lines, what you see is what is what you get- no subtext- don't factor in sarcasm, etc.
Term

Content analysis

(krippendorff's def)

Definition

Krippendorff emphasizes "inference"

is not complete with just quantitative information, must dig deeper and look at inference

Look at qualitative calues

Term
Inference Content
Definition
content analysis is not complete without looking at inference, must read between the lines at the qualitative info
Term
Benefits of Content Analysis
Definition

Analyze large data sets (samples)

Data readily available

Conducted quickly/cheaply

Unobtrusive method of analysis (observing recorded comm, don't have to start from scratch)

Accounts for content of items

Generalizable

No IRB

Term
Disadvantages of Quantitative Content analysis
Definition

Communication has to be recorded

Rigid categories may overlook insight

Difficulty implementing (intercoder reliability)

Term
How to achieve Intercoder reliability
Definition

 

·      Set up different archiving systems

·      Create Definitions

o   Define what should be coded

§  Specifics-want US Navy not Old Navy

o   Define what should be excluded

o   Define Categories

·      Train Coders

·      Asses intercoder reliability

 

Term

Kaid content analysis steps

 

**know this**

Definition

 

·      1. Formulate Research Questions & hypotheses

·      2. Select sample

·      3. Define categories

·      4. Outline coding process, train coders

·      5. Implement coding process

·      6. Determine Reliability and validity

·      7. Analyze results

 

Term

1. Formulate research questions and hypotheses

 

(Kaid step)

Definition

 

·      Pose a question  or a statement

·      Research Question- when trying to prove something and show results. Pose a question.

o   What impact did media access on the coverage of the crisis?

§  Regression model accented for 20% of variance: direct access to personnel on-scene and synchronous mediated access to on-scene personnel predicted a positive tone in media coverage

·      Hypothesis- Give when you know what the answer might be- educated guess- pose a directional statement

o   The challenger would use more attacks than the incumbent on the campaign blog

§  Supported X2: 70.6% of the attack posts came Kerry

§  Bush’s posts- 72.2% contained an Attack (pol. Stmt.)

§  Kerry’s posts- 89.5% contained an attack (pol. Stmt.)

 

Term

2. Select sample

 

(kaid step)

Definition

 

·      Determine universe

o   Define what it is you want to sample- specific

·      Pull sample systematically

o   Representative of universe

§  systematically to areas that you have defined

o   Big enough sample to tell story

§  wide variety including all categories

o   Types: stratified sample, constructed week (news coverage from mon-wed)

o   Is there a sampling rate?

·      Determine “unit” of analysis

o   User posted items or Owner posted items

o   Is it a link, blog post, photo, wall post, comment, retweet?

o   Number of likes, comments etc.

o   1 comment=1 unit

o   Define what your unit is to determine what you are coding

·      Write an “inclusion” statement to guide item selection

·      Create a log to keep track of items in sample

Term
3. Define Categories
Definition

 

·      What is said

·      how it is said

·      Mutually exclusive

·      Exhaustive

·      Create code book & code sheet (see examples in course pack)

 

Term

4. Outline coding process, train coders

 

(kaid step)

Definition

 

·      Training session- go over code book

o   Fill out coding and talk about how to fill out a code sheet

o   Make sure human coders are consistent

·      Explain relevant examples from sample

·      Code items, reconcile

 

Term

5. Implement coding process 

 

(kaid step)

Definition

 

·      Assign items to coders from log

·      Monitor intercoder reliability (ICR)

 

Term

6. Determine Reliability and Validity

 

(kaid Step)

Definition

 

·      5-7% of items “double coded” for ICR

           Double code those to check for reliability

 

·      Holsti’s formula is percentage of agreement

 

·      Other formulas: Scott’s Pi, Cohen’s Kappa

·      ICR=.85+ (85% agreement of better)

  •  If coder is not meeting 85% threshold, must train coder to be better or fire them
  •  ICR= # correctly coded/total # of items (Holsti)

 

Term

7. Analyze results

 

(kaid step)

Definition

 

·      Compare historical results to results found

·      Chi square tells if relationship among two nominal categories is significant (probability < or = .05)

o   have 95% confidence can be repeat in another group- accept 5% level of error

·      Correlations determine if items are related at significance rate (P < or = .05)

·      Computer-assisted CA optional

 

Term

Inter Coder Reliability

 

ICR

Definition

Reliability of findings between coders of a data set.

 

.85 or better (85% agreement)

Hiosti ICR= # correctly coded/total # of items

Term
Types of Rhetorical criticism
Definition

Historical Criticism

Neo-Aristotelian criticism

genre criticism

Dramatic criticism

Metaphoric criticism

Narrative Criticism

Fantasy theme analysis

Feminist criticism

Term
Krippendorf's 5 types of units
Definition

1 Physical Units

2Syntactical

3Referential

4Propositional

5thematic

 

(2-5)= meaning units b/c they involve symbolic meaning and are less standardized

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