Page 72 - DLIS401_METHODOLOGY_OF_RESEARCH_AND_STATISTICAL_TECHNIQUES

Unit 4: Historical and Experimental Research Methods

Candidates re-orient their arguments and thematic selections in part by the signals sent by Notes
voters. One must also consider the interference of other kinds of input on electoral propaganda
such as internal and external political crises and the arbitrary interference of private interests
on the dispute. Moments of internal crisis in disputes between candidates might result from
the exhaustion of a certain strategy. The moments of exhaustion might consequently precipitate
an inversion in the thematic flux.
As an evaluation approach, content analysis is considered by some to be quasi-evaluation
because content analysis judgments need not be based on value statements if the research
objective is aimed at presenting subjective experiences. Thus, they can be based on knowledge
of everyday lived experiences. Such content analyses are not evaluations. On the other hand,
when content analysis judgements are based on values, such studies are evaluations.
As demonstrated above, only a good scientific hypothesis can lead to the development of a
methodology that will allow the empirical description, be it dynamic or static.

Notes Evaluations focused on assesing program quality, implementation and impact to
provide feedback and information for internal improvement, without external
consequences, are called formative evaluation.

4.5 Uses and Process of Content Analysis

Ole Holsti (1969) groups 15 uses of content analysis into three basic categories:
• make inferences about the antecedents of a communication

• describe and make inferences about characteristics of a communication
• make inferences about the effects of a communication.
He also places these uses into the context of the basic communication paradigm.

The following table shows fifteen uses of content analysis in terms of their general purpose,
element of the communication paradigm to which they apply, and the general question they
are intended to answer.

Uses of Content Analysis by Purpose, Communication Element, and Question

Purpose Element Question Use
Make inferences Source Who? • Answer questions of disputed
about the antecedents authorship (authorship analysis)
of communications
Encoding Why? • Secure political & military
process intelligence
• Analyze traits of individuals
• Infer cultural aspects & change
• Provide legal & evaluative
evidence
Describe & make Channel How? • Analyze techniques of inferences
of communications about persuasion the characteristics

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