Afl 521 interpretive
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This document summarizes key aspects of experimental design and methods for coding texts from media research. It discusses the components of experimental design including causality, theory, control, and ecological validity. It also outlines different types of intentionalities to analyze in media texts, such as those of the author, text, audience, and interpreter. Finally, it provides guidance on coding texts by establishing the texts of interest, analytical approach, unit of analysis, coding scheme, and analysis.
Afl 521 interpretive
- 1. Media Research Methods: Understanding Metric and Interpretive Approaches ni James Anderson Randy T. Nobleza 11481161/ CLA PhArFil 3rd Term 2014-15 AFL 521d: Riserts sa Araling Filipino
- 2. Cross section Chapter 11: Protocols for Experiments Chapter 12: Coding Text Chapter 13 Discursive Protocols: Creating Texts
- 3. Chapter 11: Protocols for Experiments Experiments are the method of choice when testing questions or hypotheses that involve causation – the effect of one variable on another. Experimental design attempts to isolate the relationship between the variable that is thought to be the cause the variable that will show the effect so that only those two variables are in play.
- 4. The arguments follows Mill’s classic canon for A being the cause of B: whenever A, then B (the sufficiency clause); and no A, no B (the necessity clause). We demonstrate Mill’s canons every time we flip a light switch: when the electricity flows (A), the lamp glows (b): no flow, no glow.
- 5. Components of Experimental Design There are four overarching components of experimental design: Causality Theory Control ecological validity
- 6. Causality Experimental design is built on a causal model. It is a test of the possibility that one condition or set of conditions is the result of another condition or set of conditions. The first requirement of a competent experimental design, then is the reasonable basis to hold the possibility of a causal relationship between two variables or variable sets.
- 7. Theory Smith and Boster (2009) This study begins with the premise that individuals attend to mediated messages in the copresence and under the extended influence of others/ that presence and influence creates some part of the context in which messages are interpreted.
- 8. Theory Smith and Boster (2009) This study begins with the premise that individuals attend to mediated messages in the copresence and under the extended influence of others/ that presence and influence creates some part of the context in which messages are interpreted.
- 9. Control The purpose of experimental control is to establish conditions such that the hypothesis provides a complete explanation for the outcome. If the hypothesis fails to be supported, it can be declared falsified. If it is supported, it can be certified as supported.
- 10. Ecological Validity Refers to the transferability of the results found under the conditions of the experiment to the ordinary conditions under which the constructs under study might present themselves. Unfortunately, the issue of transferability is fundamentally irresolvable
- 11. Chapter 12: Coding Text Coding is a process that seeks to reach below the surface manifestations of symbolic and discursive texts for the purpose of identifying the underlying characteristics, structures, social meanings and cultural work that such texts have, produce, or enact.
- 12. Coding is done in both metric and interpretive research. In metric research one typically has a template that guides the investigation; in interpretive research, that templates emerges from engagements of the texts.
- 13. Introduction to coding texts A text is any symbolic or discursive form. A symbolic form might be a framework of dance, a set of photographs, or a visual narrative as well as a genre of music or natural sound recordings.
- 14. Introduction to coding texts Discourse is any extended language and symbolic use that is under some common governance. A classroom lecture, a magazine article, a strategic communication campaign, a newspaper story, and even a tweet are all discursive forms, because there are implicit rules that govern topic, construction, word choice, and performance that are recognizable in their performance in their violation.
- 15. Introduction to coding texts The analysis of texts is the bridge between metric and interpretive in order to be complete. Theorists and methodologists, naturally disagree on the relative balance between these two. One of the reasons for this disagreements is that the balance changes according to the purposes of the analysis.
- 16. Analysis of Intentionalities Any media text will show all of these intentionalities – author (industry), text, auditor (audience), interpretation (auditor/analyst) – either encoded in material fact or latent in its potential for actualization.
- 17. Author (industry) The usual method is to hold the source of the effect of interest constant or common and let the other sources vary. For example, if an analyst was interested in the contributions of an author (actor/artist/auteur/etc.) the analyst would look at a body of works by that author.
- 18. (Media) Text of course a text cannot have an intention in the sense of a foresight as to what the author should write next or how the reader should make sense of it. But clearly, both writer and reader have a set of expectations as to what will come next based on what has preceded. Once even the first few words are written or read, only certain subsequent elements can be competently elaborated while others will necessary be excluded and suppressed.
- 19. Auditor (audience) Content analysis has a conflicted relationship with audiences. On the one side, the reason we study content is because we presume there is an audience for it and that the content characteristics interact with or have effects on that audience. On the other side, content analysis, per se, cannot demonstrate either of those presumptions.
- 20. Interpretation (Auditor/Analyst) The intentionality of an auditor’s interpretation – the action initiated or behavior produced – or the governance of an interpretive community is even more distant from the content analysis itself. Again, however it is part of the justification for the analysis. The real consequence of one’s engagement with content occur in how the individual lives her or his life in interaction with that content.
- 21. Chapter 13 Discursive Protocols: Creating Texts Producing and coding research texts Whether it is a list of responses to an “Other” response alternative or a set of stories told by respondents, researcher-initiated or produced texts need to be examined for both the conditions under which the texts are produced and the analytical framework that is applied to the subsequent texts themselves.
- 22. Coding texts: pulling it all together The current fashion in media analysis is to use the term text to refer to any semiotic (meaningful) object or performance around which the analyst can place plausible boundaries. Consequently, radio and television programs, magazine articles, the front page, blogs, tweets, social networking site pages, the family performing “watching television” interviews, stories, recorded observations, and even field notes are all considered texts. Any text can be coded.
- 23. Coding texts: pulling it all together The texts of the problem Approach to analysis Unit of analysis Coding Analysis
- 24. Implications and Conclusions Discursive protocols are not journalistic reviews of particular programs, articles or other texts. Their purpose is to draw some conclusion about larger issues.