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Journalism & Communication
Pages 10 (2510 words)
ANALYSING MEDIA OUTPUT 1. What advantages are there to combining quantitative and qualitative approaches in an analysis of media content? Mention specific studies in your answer. In almost all research works that seek to draw some level of basis for the need to combine qualitative and quantitative approaches to analyzing media content point to the fact that each of the two have some weaknesses and so by combining the two, the weaknesses of each of the two becomes catered for by the strengths of the other (Jensen, 2002).
In effect, reliability of the study was affected. In another study where quantitative study was also used, the need for the researchers to rely solely on primary data prevented them from collecting secondary data that could answer statistical questions that the respondents in the primary research could not answer. Internal validity was therefore affected in the research. In effect, when the two approaches are combined, there is a better unification of the merits of undertaking content analysis than when only one of the approaches is used. 2. Media content can be used to map long-term social and cultural change. Discuss, mentioning the main challenges for this kind of research in your answer. ...
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