# of Comment
Attitude_To Your own coding category
Content Analysis Report Guideline
With the sample comments we have collected from various social media sites, we
are going to conduct our content analysis. Before working on the analysis, it would be
better for us to prepare a checklist or coding sheet ahead of time (coding sheet is not
required as one part of the report. However, if you have one included in your report, it
would be helpful in showing how you start the analysis). An easy way to have this
checklist/coding sheet prepared is to do a practice with few comments. Because we only
have 50 comments and it would not be too hard for us to read it all, I would suggest that
we read 50 comments first, prepare a checklist, and then conduct the analysis.
For a general content analysis regarding public opinion, you could use the attitude
categories: positive/favorable, neutral, negative/unfavorable. You might also code the
content with respect to the frequency of how many comments fall within the positive
attitude category, how many neutral, how many negative respectively. Also, you might
also code the attitude with regard to its context. Let’s take the example of the ACA,
whether the author of the post holds a positive attitude toward the ACA due to the health
care act itself, Obama’s presidency, or the government. The reasoning behind the attitude
might tell you more than the public attitude towards one certain policy. It is always one
interesting part of the content analysis report.
You might also code the content with respect to first-person/second-person
pronouns and singular/plural pronouns. The first-person pronouns usually indicate that
the author feels the same way (e.g., happiness, depression, anger) within the population
(e.g., the ones who suffer from the lack of affordable health care plan; the ones who
suffer from the cyber bullying). The second-person pronouns usually show an intent or
desire to interact with others. The plural pronouns usually reflected a sense of group or
collective identity. Of course, there are always comments that are not highly relevant to
the discussion of this specific public topic, for example, swear/curse words and cynical
responses. However, as long as it is addressed in the context of this public topic, we
might code it to show the public feelings. The swear or curse words usually convey the
feeling of frustration or anger. The cynical response might indicate a certain level of
social cynicism, which is defined as the skepticism toward others. It may take place in
any format like making fun, being critical and negative, low trust toward others, feeling
no efficacy to change the status quo of the dissatisfying social reality. More coding
categories regarding a specific topic would be detected by going through all the
comments and trying to look for the pattern.
Therefore, you might have a checklist/coding sheet like the following one:
1. The public issue (e.g., The ACA, cyber bullying) is dominantly discussed is a
g. others (defined by the nature of your topic)
2. Overall, this comment communicates a ______________ attitude.
3. This comment communicates such a attitude towards ______________
a. the victim
b. the government
c. the policy maker
d. others (determined by the nature of your topic)
Note: It is highly possible that a certain comment communicates a positive
attitude towards one subject, but a negative one towards another subject. For
example, in the context of the ACA, it is possible that the author believes that the
president’s effort is nice, but the ACA is not ready enough for getting into the
market yet. Usually, this is one of the most interesting parts of public opinion
4. The comment is addressed in the _________________ pronouns.
5. The comment is addressed in the ___________ pronouns.
6. Does the comment contain the swear/curse words?
7. Does the post contain cynicism?
8. If the post contains social cynicism, then the cynicism is expressed by
a. making fun of the public issue
b. showing critical attitude towards the content that is not relevant to the public
issue. (For example, if one politician died of mental illness, but the author
commented on the corruption in politics. You guys may not see many cases
like this in your sample)
c. lack of trust
d. lack of efficacy
Of course, you might have more coding categories for your analysis. The example
only showed some basic categories in public opinion research. Checklist or coding sheet
always varies due to the nature of the research topic and question. Make sure you include
space for additional categories, as they occur during your observation.
Data analysis and results presentation:
After we have analyzed all the comments, we could start a preliminary analysis by
looking at the frequency and then further the discussions based on our results. Please
relate the results to the public topic you chose and its context. For example, if your topic
is cyber bullying, then the discussion of your results should be related to the social
context of cyber bullying. In this way, we could have a deeper understanding or better
interpret why the public opinion is expressed in the way as it is indicated in your results.
Therefore, your report of the content analysis should include the following sections:
What is the public issue? What’s the background? Why do you think it is
necessary or important to study the public opinion towards this issue?
The results might include: in what context the public issue is mainly discussed;
the public mainly showed a positive/neutral/negative attitude on social media;
what’s the reasoning of such an attitude; whether singular or plural pronouns were
used to express a certain type of feeling; whether first or second person pronouns
were used to convey similar concern within the population; if there are cynical
responses, how the social cynicism is expressed.
This is the time to go back to your public topic and its background/context. Relate
the results to the public topic and the citations you have in the introduction part.
Try to interpret why the public opinion is expressed in this way on social media.
This is not required, but it would be better if you have one attached at the end of
your assignment, because not only it will increase your overall grade, but also it
will help the readers of your report better follow your work.
5. Screenshots of all your sample comments
Pro-Choice And Pro-Life Supporters Search For
Common Ground - SYSTEMATIC RANDOM
Comments must contain the word “Abortion”
Purchase answer to see full attachment