STUDY TEXTS:
- Our=Avatars from the game photos, movies from the game, articles about the games, forum posts
- INTERPRET MESSAGE:
- Can't be totally objective - researcher experience and biases
- What does content say about the society that produced it?
- Informed, supported story.
CONTENT ANALYSIS:
- Qualitative guys look at relationship between the text and the meaning the audience may give it.
- Realize that texts are open to different meanings.
- Different people with different experiences may interpret text differently.
- What I like about it - it thinks about the likely meaning the audience will give it.
- That's more than just how many adjectives used or how big the picture is
- Also, doesn't affect the people who created it - they don't always know you're examing their texts.
- Semiotics - signs have meanings
- Literal - road signs, the red slash for "now allowed"
- Kind of like a stereotype in media - short hand to help tell a story quicker
- Picture of a man with a baby - fatherhood, parenthood, love, protection, caring, fun
- Look for typical examples
- Look for disconfirming examples
- Look for exceptional examples
- This will give you good results
- We don't randomly sample in qualitative research (we want depth, broad understanding)
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