,COM3703 Assignment 3 PORTFOLIO (COMPLETE
ANSWERS) Semester 1 2025 - DUE APRIL 2025; 100%
TRUSTED Complete, trusted solutions and
explanations.
Introduction to Quantitative Content Analysis
Quantitative content analysis is a systematic and objective research
method used to measure and quantify media content. It involves coding
textual, visual, or audio content into measurable categories to identify
patterns, frequencies, and trends. This method is commonly applied in
media studies to investigate how topics, themes, or issues are
represented in news media or other communication platforms (Du Plooy,
2009). In this study, we analyse selected newspaper articles to explore
how specific topics are covered, using a structured coding and counting
process.
2 QUANTITATIVE CONTENT ANALYSIS (35)
To answer the questions below, you must refer back to the scenario in
Assignment 01.
2.1 Discuss the concepts of reliability and validity and explain how you
will ensure validity and reliability for the study. (6)
Reliability refers to the consistency of the research process and
results—i.e., the extent to which the same coding or measuring process
will produce the same results if repeated under similar conditions.
Validity, on the other hand, refers to the accuracy of the research—
whether the content analysis truly measures what it is intended to
measure (Berger, 2014).
To ensure reliability in this study:
I will use clear and detailed coding instructions so that each unit
is categorized consistently.
, I will conduct a pilot test of the coding on a small sample of
newspaper articles to check for coder agreement.
I will use inter-coder reliability testing, where two or more
coders independently code a sample to ensure consistency.
To ensure validity:
I will ensure that the categories reflect the research objectives
and theoretical framework.
I will use representative samples of newspaper content from
different dates and sources.
I will define units of analysis clearly (e.g., headlines, quotes,
themes).
References:
Media Studies (2008). Media Studies. Cape Town: Juta & Co. Ltd.
Du Plooy, G.M. (2009). Communication Research: Techniques,
Methods and Applications. Juta.
Berger, A. A. (2014). Media Analysis Techniques (5th ed.). SAGE
Publications.
[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)
Chosen Newspapers:
The Sowetan
The Citizen
Unit of Analysis: News articles on crime and justice (relevant to
CourtTV themes)
ANSWERS) Semester 1 2025 - DUE APRIL 2025; 100%
TRUSTED Complete, trusted solutions and
explanations.
Introduction to Quantitative Content Analysis
Quantitative content analysis is a systematic and objective research
method used to measure and quantify media content. It involves coding
textual, visual, or audio content into measurable categories to identify
patterns, frequencies, and trends. This method is commonly applied in
media studies to investigate how topics, themes, or issues are
represented in news media or other communication platforms (Du Plooy,
2009). In this study, we analyse selected newspaper articles to explore
how specific topics are covered, using a structured coding and counting
process.
2 QUANTITATIVE CONTENT ANALYSIS (35)
To answer the questions below, you must refer back to the scenario in
Assignment 01.
2.1 Discuss the concepts of reliability and validity and explain how you
will ensure validity and reliability for the study. (6)
Reliability refers to the consistency of the research process and
results—i.e., the extent to which the same coding or measuring process
will produce the same results if repeated under similar conditions.
Validity, on the other hand, refers to the accuracy of the research—
whether the content analysis truly measures what it is intended to
measure (Berger, 2014).
To ensure reliability in this study:
I will use clear and detailed coding instructions so that each unit
is categorized consistently.
, I will conduct a pilot test of the coding on a small sample of
newspaper articles to check for coder agreement.
I will use inter-coder reliability testing, where two or more
coders independently code a sample to ensure consistency.
To ensure validity:
I will ensure that the categories reflect the research objectives
and theoretical framework.
I will use representative samples of newspaper content from
different dates and sources.
I will define units of analysis clearly (e.g., headlines, quotes,
themes).
References:
Media Studies (2008). Media Studies. Cape Town: Juta & Co. Ltd.
Du Plooy, G.M. (2009). Communication Research: Techniques,
Methods and Applications. Juta.
Berger, A. A. (2014). Media Analysis Techniques (5th ed.). SAGE
Publications.
[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)
Chosen Newspapers:
The Sowetan
The Citizen
Unit of Analysis: News articles on crime and justice (relevant to
CourtTV themes)
