Question

How do I fix coding scheme to correct issues with public service announcement through content analysis? thank you

This is for Research Methods and Technologies Course

Answer 1

Coding scheme:

In research, coding scheme represents a way to categorize text by indexing and establish a thematic framework. It is a way of defining the data under analysis.

For example, for given data on students' studying during exams can have preliminary codes such as grades pressure, family pressure, fear of teachers and final code could be something like Exam Anxiety.

Public Service Announcement:

PSA deals with bringing forth an idea for the audience's understanding and not for selling.

For example, some very popular issues in PSA are drug addiction, the use of phones while driving, etc.

Content Analysis:

Content analysis is the analysis of a given test or data to find certain words, concepts, themes, etc. It helps in summarizing the text.

Public Service Announcement messages are spread to motivate and change the behavior of the audience. The content analysis offers a practical guide after helping the user gain new insights, inferences, etc.

To fix the coding scheme to correct issues with public service announcement through content analysis following steps should be followed:

Steps included during content analysis for a PSA are:

1. Identify what message about the topic is being communicated.

2. View the announcement and find out the ways in which it could be done more effectively. There are many PSA techniques.

3. Explain what, when, how, positive effects of tips shared, etc.

4. Make sure your target audience is defined.

5. Actions discussed in PSA should be applicable in real-life situations.

Steps included during coding scheme fixation process:

1. Finding Analysis units or sections:

Data at hand is first parameterized and divided into codable units. It helps in answering a wide variety of research questions.

2. Creating a Coding book:

To create a coding book or manual one of two approaches can be used:

• Deductive approach: It is a theory-driven method. Here, a top-down strategy is used by deconstructing existing subjective theory into codes, also apply them to the data.

• Inductive approach: It is a data-driven method. Here, a bottom-up strategy is used by collecting the data and forming a coding scheme.

• Data can be chosen randomly or after reviewing.
• Demographics also play an important role here.
• Reviewed data helps in constructing a coding manual by helping select themes and assembling them in a book or manual.
• The coding manual also includes an explanation of the code along with rules for involvement and debarment of the code.
• It is an iterative process of Narrowing, Coding, Rectifying until a coding scheme that satisfies everybody is developed.

Another point to consider is the number of codes. A large number of codes will make it complex.

3. Coding team:

It is good to have a team of coders. The coding team discusses the coding manual by the researcher in detail. It might present the need for updating a coding manual. When all is said and done, a master coder can be asked to review the manual.

4. Resolving issues:

A person with the sound judgment of the subject and not from the coding team should resolve the inconsistencies or differences. It also provides third-party evaluation and helps in coming up with the best scheme possible.