Professional Documents
Culture Documents
Contant Analysis
Contant Analysis
Contant Analysis
Submitted by: Marhaba Rana Roll No: 05 Date: July, 2nd 2012
Outline
Chapter # 1 Introduction
Chapter # 2
Definition Content Analysis as a research tool Media Content Analysis Characteristics of Content Analysis What is the study about Universe Sample Data Analysis and Findings
Chapter # 3
Chapter # 4 References
2
University Of the Punjab Lahore
Abstract Advertising is a pervasive influence on children and adolescents. Young people view more than 40 000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools. This exposure may contribute significantly to childhood and adolescent obesity, poor nutrition, and cigarette use. Media education has been shown to be effective in mitigating some of the negative effects of advertising on children and adolescents.
3
University Of the Punjab Lahore
Chapter # 1
Introduction
Ever since mass media became mass media, companies have naturally used this means of communications to let a large number of people know about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities.
Objective of the study The objective of the study is to see that how print media is using the marketing strategies. The advertisement agencies use a verity of tactics to attract the customers to buy their products. Researchers purpose of the study is to see that how these promotional activities are affecting childrens behavior and attitude, physical aspect of youth.
4
University Of the Punjab Lahore
Chapter #2
Methodology
Definition
Bernard Berelson defined Content Analysis as "a research technique for the objective, systematic, and quantitative description of manifest content of communications" Content analysis is a research tool focused on the actual content and internal features of media. It is used to determine the presence of certain words, concepts, themes, phrases, characters, or sentences
Within texts or sets of texts and to quantify this presence in an objective manner.
5
University Of the Punjab Lahore
looks directly at communication via texts or transcripts, and hence gets at the central aspect of social interaction can allow for both quantitative and qualitative operations can provides valuable historical/cultural insights over time through analysis of texts allows a closeness to text which can alternate between specific categories and relationships and also statistically analyzes the coded form of the text can be used to interpret texts for purposes such as the development of expert systems (since knowledge and rules can both be coded in terms of explicit statements about the relationships among concepts) is an unobtrusive means of analyzing interactions provides insight into complex models of human thought and language use when done well, is considered as a relatively "exact" research method (based on hard facts, as opposed to Discourse Analysis).
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.
Purpose
Element
Question
Use
Who?
Encoding process
Why?
6
University Of the Punjab Lahore
Channel How?
Infer cultural aspects & change Provide legal & evaluative evidence Analyse techniques of persuasion Analyse style Describe trends in communication content Relate known characteristics of sources to messages they produce
Message
What?
Recipient To whom?
Compare communication content to standards Relate known characteristics of audiences to messages produced for them
Make inferences about the consequences of communications Decoding process With what effect?
Describe patterns of communication Measure readability Analyse the flow of information Assess responses to communications
Note. Purpose, communication element, & question from Holsti (1969). Uses primarily from Berelson (1952) as adapted by Holsti (1969).
Universe
This content analysis is of the portrayal of youth in the print media through the advertisements. So the universe was consisted of Urdu newspaper which is published on daily basis in Pakistan. I collected the advertisements from the newspaper which is most popular & high rating and analyzed them to explore the role of print media in the youth culture
Sample
Sample consisted of a leading Urdu newspaper. I analyzed the newspapers from 1st April 2012 to 30th 2012 (one month)
7
University Of the Punjab Lahore
Chapter # 3
Serial No. 1 2 3
Frequency 12 16 2
8
University Of the Punjab Lahore
Findings
Tobacco Advertising
Tobacco manufacturers spend $11.2 billion/year on advertising and promotion. Exposure to tobacco advertising may be a bigger risk factor than having family members and peers who smoke and can even undermine the effect of strong parenting practices.
Sex in Advertising
Sex is used in commercials to sell everything from toothpaste to shampoo to cars..Teenagers' exposure to sexual content in the media may be responsible for earlier onset of sexual activities. What is increasingly apparent is the discrepancy between the abundance of advertising of products for erectile dysfunction (ED) Pakistani advertising also frequently uses female models that are anorectic in appearance and, thus, may contribute to the development of a distorted body self-image and abnormal eating behaviors in young girls
9
University Of the Punjab Lahore
Chapter # 4
Conclusion
The primary effects of media exposure are increased violent and aggressive behavior, increased high-risk behaviors, including alcohol and tobacco use, and accelerated onset of sexual activity. The newer forms of media have not been adequately studied, but concern is warranted through the logical extension of earlier research on other media forms and the amount of time the average child spends with increasingly sophisticated media. Clearly, advertising represents big business in the and can have a significant effect on young people Advertisements can be restricted or even banned if there is a significant public health risk. Cigarette advertising would seem to fall squarely into this category, and ads for junk food could easily be restricted. One solution that is noncontroversial and would be easy to implement is to educate children and teenagers about the effects of advertisingmedia literacy. Curricula have been developed that teach young people to become critical viewers of media in all of its forms, including advertising. Media education seems to be protective in mitigating harmful effects of media, including the effects of cigarette and food advertising
Suggestions
The following are some suggestions 1. General public should become familiar with the methods that advertisers use to target children and adolescents. 2. Doctors should only subscribe to magazines that are free of tobacco advertisements for their waiting rooms 3. Parents should write letters to advertisers if they see inappropriate ads
10
University Of the Punjab Lahore
4. Parents should work with community groups and local school boards to implement media education programs that teach about the effects of advertising on children and adolescents.
a. ask parliament to implement a ban on cigarette and tobacco advertising in all media, including banners and logos in sports arena b. ask parliament to implement a ban on junk-food advertising
11
University Of the Punjab Lahore
References http://amecorg.com/wp-content/uploads/2011/10/Media-Content-AnalysisPaper.pdf http://pediatrics.aappublications.org/content/118/6/2563.full#abstract-1 http://suite101.com/article/advertising-to-teens-a14289 http://www.articlesbase.com/article-marketing-articles/effects-of-mass-media-onyoung-generation-562352.html http://www.adendum.com/search_engines/children_and_teens_advertising.htm http://www.jaacap.com/article/S0890-8567(09)60387-7/abstract http://www.pediatricsdigest.mobi/content/103/1/129.short http://www.pediatricsdigest.mobi/content/103/1/129.full http://www.biomedcentral.com/1479-5868/1/3/abstract http://www.ncbi.nlm.nih.gov/pmc/articles/PMC416565/ http://www.buzzle.com/articles/different-types-of-advertising.html http://suite101.com/article/types-of-advertising-a183934 http://en.wikipedia.org/wiki/Content_analysis http://www.ehow.com/how_5271525_write-content-analysis-paper.html http://www.ijhssnet.com/journals/Vol_1_No_10_August_2011/33.pdf http://web.viu.ca/rtri/Cotent%20Analysis.pdf
12
University Of the Punjab Lahore