Week: 5

Holisti's 

• used with NOMINAL level data
• used to calculate percentage or agreement between two coders
• run on each item in a code book
  • acceptable level of reliability: min 90% better 95%
  • ^because formula doesn't consider agreement by chance^

M: # of coding decisions on which 2 coders agree

N1: # of decisions by first coder

N2: # of decisions by second coder

                                                     RELIABILITY = 2M / (N1 + N2)

Scott's Pi

• used with NOMINAL level data
• % of observed agreement between coders
• % of expected agreement between coders (agreement expected by chance)
  • the agreement you REALLY get divided by the max you COULD get if you take agreement by chance out. 
  • acceptable level of reliability: min 85% better 90%

                                       RELIABILITY = % observed agreement — % expected agreement / 1— % expected agreement

Recognizing Quantitative Data

• look for references to coders, a code book or interceder reliability
• look for a # (frequencies and percentages) in tables or text

Content Analysis

+

• describes communication context
• examines changes in context over time
• answer research questions about message characteristics
• compare media content to "real world"
• establish starting point for media effects studies

—

• content analysis alone cannot tell us effect content has on audience
• findings limited to categories, definitions used in that analysis
• can be time consuming/expensive