looking at how we can make sense of our data and the thematic themes (tags) of the digital memories we have collected.

1. Tags ,Content Analysis, Looking for
Meaning behind our Ememory Collection
Live Seminar 3 – CMST 275

2. Greetings!
 How has your week been?

3. Documenting and Tagging
 How many ememories total do you think you may
have at this point?
 Please answer in the chat window.
 (check your computer) How many tags do you
have at this point?

4. Questions
 Any general questions about the work, software
or process?

5. Content Analysis
 You were asked last week to read up on Content
Analysis.
 Can someone tell me in a nut shell what content
analysis is? (please raise your hand)

6. Content Analysis
 Content analysis is a way to assess motivation of
action(s) and thoughts through the examination of
language – words, phrases and silences.
 Content Analysis is both quantitative and
qualitative.

7. Quantitative Analysis
 Content Analysis is Quantitative (quantity)
because we look at the amount of times certain
words, tags or “codes” occur in a text(s): such as
a formal presidential speech or our ememories.

8. Qualitative Analysis
 Content Analysis is qualitative (quality) in that we
DECIDE what tags, codes and terms we will
examine. Because we decide what code is
important, this analysis is more subjective than
absolutely objective.

9. Content Analysis Goals
 To understand or uncover the motivations of
thoughts, speech and actions.
 Why are we saying what we are saying?
 Are we trying to cover up true motivation for action?
 Why do we act the way we do?
 What influences are occurring that may be affecting
our motivation or actions?

10. Content Analysis
 We are able to see a narrative of motivation and
reasons for why someone says or does
something.
 But we must remember that our conjecture
regarding motivation might be wrong – the more
data we collect, the better chance we have of
being correct regarding our conclusions.

11. Content Analysis – How it works!
 Theory and rationale:
The helpful flow chart taken from:
http://academic.csuohio.edu/kneuendorf/content/resources/flowc.htm
 “what content will be examined and why?”
 We develop research questions and a hypothesis:
 Example research questions for Total Recall:
 Why do I save homework for the last minute?
o (Hypothesis: I do not like doing homework)
 Why do I not communicate well with my family?
o (Hypothesis: I have too much work to do)

12. Research Questions you will try to
answer for this class!
 Considering my ememory data:
 Where is the focus of my life presently (school, work,
family, friends)? List priorities in conjunction to how
many times a tag is mentioned in evernote!
 What is missing from my life and why (more time spent
with school, family, friends, work, a dream you wish to
accomplish)?
 Looking at the data collected, what can I do to make
the changes I want to make in my life?

13. Conceptualization Decisions
 “what variables will be used in the study, and how
do you define them?”
 In our case, variables = the data we have collected
(our ememories) and the tags we have used
(remember, the more tags you use, the better).

14. Coding
(for us, this is thematic tagging)
 Normally done by computer these days but we
are doing our own coding - this is the tagging we
are doing.
 Each piece of code (tagging) must be defined. So,
have strong definitions for your tags.
 For tags, include place, time, people you were with, theme
of the event (birthday), focus of the event (home life, work,
school, etc.), and emotions (happy, sad, angry, joyful,
confused, content, ect.)

15. Sampling
 Formal social science projects would include
sampling or examining a random sample of the
data and the codes – we will be skipping this
process for this class.

16. Practice Makes Perfect!
 Let’s Practice! - let’s look at potential questions our
ememories present us, and what our tags say about those
questions.
 Why do I save homework for the last minute?
o (Hypothesis: I do not like doing homework)
 Tags:
 Homework – theme appears 15 times.
 Work – theme appears 25 times.
 Jonathan – theme (best friend) 35 times.
 Spouse – Theme appears 12 times
 To do lists - appears 3 times
 Karaoke – appears 8 times
 What can we assess from this list of tags in relation to the
research question?

17. Objective or Subjective Analysis?
 Content analysis can be objective like digital
memories but also subjective because of OUR
editing approaches (what we include and do not
include). This should be part of your data.
 Consider – what you decided not to include and
why?
 Will what you decided not to include affect the
outcome of your analysis?

18. Is this true?
 “Biological memory is subjective……. Digital
memory is objective, dispassionate, prosaic and
unforgiving accurate" p. 56.

19. Editing
 How do we edit our ememories?
 Please list ways in which you might consciously or
unconsciously edit your ememories.

20. Final Questions?
 Do you have final questions about the material
we covered this evening?
 A recoding of tonight's seminar will be emailed to
you!

21.  Thanks and good night!