CONTENT ANALYSIS
WORKED EXAMPLE
SMST 101 The Moving Image
Lecture 9 (part two)

ASSESSMENT REQUIREMENTS
• Essay (Max 1500 words - excluding transcripts)
• We are looking for:
• Engagement with the ideas discussed so far in lectures,
tutorials and readings
•A concise sophisticated argument
• and...

An understanding of the way media constructs “reality”

DISCOURSE CONTENT
• Close analysis • Counting larger samples
• Analysis of language in use • Extrapolation
• Verbal
• Visual

WIFE SWAP -
FIRST RESPONSES
• What is it about?
• Themes?
• How does it represent or construct reality?
• Is it an accurate depiction of reality?

CHOOSING A TOPIC
SENTENCE
• Presents a depiction of reality which is grossly distorted
• Sets up a confrontation of lifestyles and beliefs
• Closely follows the narrative structure often used in fiction

HYPOTHESIS OR TOPIC
Wife swap constructs a clash of cultures by placing the
participating families in an unrealistic dichotomy

SELECTION OF A TEXT TO
ANALYSE

DISCOURSE ANALYSIS

DISCOURSE ANALYSIS
• Close Reading
• Visual Elements
• Verbal Elements
• Non Diegetic Elements
• Narrative

DISCOURSE ANALYSIS
Close reading - Mis en Scene - framing, costume

DISCOURSE ANALYSIS
Close reading - Editing - shot duration, zoom

DISCOURSE ANALYSIS
• Verbal elements - Language choice, emphasis
• Non Diegetic elements - voice over, music

DISCOURSE ANALYSIS
Narrative
• Introduction
• Across the table meeting
• Rule ceremony
• First reactions

ELEMENTS FOR DISCOURSE
ANALYSIS - RULE CEREMONY
• Keywords
• Position of wives in relation to families
• Different language styles of the two women
• Editing - juxtaposition

ANALYSIS
• Bothexcerpts demonstrate a dichotomy of lifestyles being set
up. This is shown in:
• The voice over narration
• The language used
• The editing which juxtaposes the wives and families

CONTENT ANALYSIS
• Involves counting relevant material
• Used to make wider statements

CONTENT ANALYSIS

HOW DO YOU GO ABOUT
ANALYSING CONTENT?
Range and Counting
Formulate
size of and Interpreting
a problem
sample Coding

INVESTIGATING THE USE OF
DICHOTOMIES IN WIFE SWAP

HOW DO YOU GO ABOUT
ANALYSING CONTENT?
Range and Counting
Formulate
size of and Interpreting
a problem
sample Coding

• Sample chosen is: the Wife Swap website
• Which will be used to: count the number of episodes which
use a dichotomy of lifestyles

COUNTING - INCIDENCE OF
LIFESTYLE TENSION IN WIFE SWAP EPISODES
• Of the nine shows looked at - all are described as portraying a
clash of lifestyles
• (Season One of Wife Swap (USA))

WIFE SWAP
SOURCES OF LIFESTYLE TENSION
Source of No. of
Tension episodes
Gender Roles 4
Treatment of
2
Children
Religion 1
Domestic Rules 1
Politics 1

ANALYSIS
HAS TOPIC STATEMENT/
HYPOTHESIS BEEN PROVEN

ASSIGNMENT 3
• Keep your topic simple
• Remember to consider the depiction of “reality” in the show
you choose
• Use the introduction - paragraphs - conclusion structure
• Ask for help if you need it

DISCOURSE V CONTENT
‘Discourse analysis involves the close
•
interpretation of (mainly) language; content
analysis involves the counting and measuring of
items, including words and images.’