Question

(Q018) Amber is conducting research on the negative portrayal of Latinos in the media. She searches through newspapers to document instances of discriminatory language toward Latinos. What type of research is Amber conducting

Answer 1

The type of research is Amber conducting is "content analysis".

What is content analysis?

A research technique called content analysis is used to identify the existence of specific words, topics, or concepts in a given qualitative collection of data.

Some characteristics of content analysis are-

• Scientists can quantify and examine the occurrence, significance, and connections of such specific words, topics, or concepts using content analysis.
• For instance, academics can assess the language used in a news story to look for partiality or bias.
• The meanings contained in the texts, the author(s), the audience, as well as the culture & time period surrounding the text can all be inferred by researchers.

Some uses of content analysis are given below-

1. Determine a person, group, or institution's aims, focus, or communication trends.
2. Determine a person, group, or institution's aims, focus, or communication trends.
3. Identify the emotional or mental state of individuals or organizations.
4. Identify regional and global variations in communication content Identify trends in communication content
5. Before launching, pre-test and enhance a strategy or survey.

To know more about content analysis, here

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