反思媒介內容多元指標測量與統計問題

Rethinking Diversity Index Measuring and Statistic Problems in Media Content Analysis

曾國峰(Kuo-Feng Tseng)

《中華傳播學刊》 7期 (2005/06) Pp. 79-100

https://doi.org/10.6195/cjcr.2005.07.06

摘要

長久以來在討論媒介研究中的多元概念時，由於缺乏對不同「多元指標」的操作型定義與彼此關係的釐清，使得不同多元指標問經常出現不一致與矛盾的問題。本研究綜合過去文獻，試著釐清不同多元概念間的關係，提出一個多元指標模型，供日後相關研究定位其意義，以及與其他研究間的互補關係。同時，本論文也檢討目前經常使用的量化內容分析法在測量多元類目上的侷限，以及統計指標不一致與可操控性的問題，提醒研究者除了可控制的隨機抽樣誤差外，其實是有更多問題隱含在媒介內容分析法當中，故不宜過度解釋所發現的量化指標。

關鍵字

多元概念 ； 多元指標 ； 內容分析 ； 類目分類 ； 內容統計

並列摘要

Diversity has been an important communication policy, but there are many different and confused definitions in previous researches. This paper tries to clarify the concept of diversity which has been discussed for a long time in media research. This paper also tries to propose a combined model of ”diversity” to include different definitions and relationships based on previous literature reviews. In addition, this paper points out several categorization and statistic problems in content analysis and emphasizes that researchers should not over explain the results they found.

並列關鍵字

diversity ； index measuring ； content analysis ； categorization ； content statistics

參考文獻

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