,COM3703 Assignment 3 PORTFOLIO (COMPLETE
ANSWERS) Semester 1 2025; 100% trusted,
comprehensive and complete reliable solution with clear
explanation
2 QUANTITATIVE CONTENT ANALYSIS (35)
QUANTITATIVE CONTENT ANALYSIS (35)
Introduction
This study focuses on the representation of gender roles in
South African print media, using a quantitative content analysis
approach to examine selected newspaper articles. The research
is part of a broader investigation into how traditional and
progressive gender portrayals are framed in national discourse.
The analysis aims to identify recurring themes, tone, and
frequency of male and female representation in news stories,
particularly in relation to leadership, violence, employment,
and domestic roles. Newspapers were selected based on
circulation, relevance, and coverage of socio-political topics.
This approach allows for the quantification of observed
patterns to understand the extent to which stereotypes or
progressive narratives dominate media reporting.
2.1 Discuss the concepts of reliability and validity and explain
how you will ensure validity and reliability for the study. (6)
,[25 per cent deduction for not referencing sources]
2.2 Code the newspapers that you have chosen by placing your
units of analysis into the categories. You must include a
counting/tally sheet. The coding must indicate the categories
and their respective units. (6)
ANSWER
2.1 Reliability and Validity in Content Analysis
(6 marks)
Reliability refers to the consistency of a measurement tool —
whether the coding process would yield the same results if
repeated by the same or different researchers. Validity, on the
other hand, refers to how accurately the research measures
what it is intended to measure — in this case, whether the
categories truly reflect gender representations.
Ensuring Reliability:
Inter-coder reliability: To ensure consistency, I will
develop a clear coding manual with definitions and
examples for each category. I will also conduct a pilot
, coding with a second coder and compare results to
identify inconsistencies.
Test-retest reliability: The same set of articles may be
coded at two different points in time to assess stability in
results.
Training: Coders will be trained using the manual and
practice examples to standardize understanding of the
categories.
Ensuring Validity:
Content validity: I will ensure that the categories used for
coding reflect the full spectrum of gender representation
— including occupational roles, emotional tone, and level
of visibility.
Expert review: The categories will be reviewed by a
supervisor or knowledgeable peer to ensure they align
with established literature on gender representation in
media.
Representative sampling: The newspapers and articles will
be selected from a broad time frame and across multiple
outlets to ensure diversity in coverage.
References:
Neuendorf, K. A. (2017). The Content Analysis Guidebook.
SAGE Publications.
Krippendorff, K. (2018). Content Analysis: An Introduction
to Its Methodology. SAGE Publications.
ANSWERS) Semester 1 2025; 100% trusted,
comprehensive and complete reliable solution with clear
explanation
2 QUANTITATIVE CONTENT ANALYSIS (35)
QUANTITATIVE CONTENT ANALYSIS (35)
Introduction
This study focuses on the representation of gender roles in
South African print media, using a quantitative content analysis
approach to examine selected newspaper articles. The research
is part of a broader investigation into how traditional and
progressive gender portrayals are framed in national discourse.
The analysis aims to identify recurring themes, tone, and
frequency of male and female representation in news stories,
particularly in relation to leadership, violence, employment,
and domestic roles. Newspapers were selected based on
circulation, relevance, and coverage of socio-political topics.
This approach allows for the quantification of observed
patterns to understand the extent to which stereotypes or
progressive narratives dominate media reporting.
2.1 Discuss the concepts of reliability and validity and explain
how you will ensure validity and reliability for the study. (6)
,[25 per cent deduction for not referencing sources]
2.2 Code the newspapers that you have chosen by placing your
units of analysis into the categories. You must include a
counting/tally sheet. The coding must indicate the categories
and their respective units. (6)
ANSWER
2.1 Reliability and Validity in Content Analysis
(6 marks)
Reliability refers to the consistency of a measurement tool —
whether the coding process would yield the same results if
repeated by the same or different researchers. Validity, on the
other hand, refers to how accurately the research measures
what it is intended to measure — in this case, whether the
categories truly reflect gender representations.
Ensuring Reliability:
Inter-coder reliability: To ensure consistency, I will
develop a clear coding manual with definitions and
examples for each category. I will also conduct a pilot
, coding with a second coder and compare results to
identify inconsistencies.
Test-retest reliability: The same set of articles may be
coded at two different points in time to assess stability in
results.
Training: Coders will be trained using the manual and
practice examples to standardize understanding of the
categories.
Ensuring Validity:
Content validity: I will ensure that the categories used for
coding reflect the full spectrum of gender representation
— including occupational roles, emotional tone, and level
of visibility.
Expert review: The categories will be reviewed by a
supervisor or knowledgeable peer to ensure they align
with established literature on gender representation in
media.
Representative sampling: The newspapers and articles will
be selected from a broad time frame and across multiple
outlets to ensure diversity in coverage.
References:
Neuendorf, K. A. (2017). The Content Analysis Guidebook.
SAGE Publications.
Krippendorff, K. (2018). Content Analysis: An Introduction
to Its Methodology. SAGE Publications.
