Mary Jackson Pitts, Ph.D.
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Mary Jackson Pitts, Ph.D.
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Content analysis: Day _______ Use four digit number (ie, 0826 or 1108) Newscast (1) ____ 6 pm (2)____10 pm Station ___(1) WREG ___(2) KATV ___(3)KARK ___(4)KTHV ___(5) WMC ___(6) KAIT ___(7)WHBQ Story--For stories, coding will be broken down into several units. Placement--- This is determined by where the story falls in the local newscast. ___Ranking(1-99) (Is determined by examining both stories and political commercials). ___Segment (1-99) ___Location in segment(1-99)
Categories ___(1)General News Story---These stories might include stories about criminal acts of violence, accidents, natural disasters, school boards, educational funding. They include any items not included in the political election story.
___(2)Political Election Story--- These are stories that name a political candidate, mention the political elections, mention a ballot issue(soda tax, workers comp tax, gambling amendment, etc), or mention a political party ___(3)Poll---Any poll having to do with political campaigns, economic conditions, or social issues.
0000 Length--- Simple time the story in seconds Video--- ___(1) Pkg ___(2) VO ___(3) SOT (4) VOSOT ___(5) Frame store ___(6) Reader Feeds--- ___(1) Local ___(2) Network Correspondent ___(3) Stringer ___(4) Not applicable Topic--- ____ Primary topic (use provided list with numbers) _____________________________other ____ Secondary topic (use provided list with numbers) _____________________________other
____ 3rd topic (use provided list with numbers) _____________________________other Violent content---- ____(1) blood and gore ____(2) accident scenes ____(3) shooting scenes ____(4) terrorist scenes ____(5) Not applicable
Story sponsorship ___(1) Yes ___(2) No
Specific story sponsor--List the sponsors (These will be put into specific categories after data is collected). ______________________________ ______________________________ ______________________________ ______________________________
Poll Categories State ____(1) Arkansas ____(2) Tennessee ____(3) National ____(4) Not applicable Topic ____(1) Governor ____(2) Senate ____(3) House ____(4) Ballot Issue(Soda tax, workers comp, gambling) ____(5) Economic Outlook ____(6) Not applicable
AAPOR info ___Yes(1) ___(2) No ___(3) NA Sample size ___Yes(1) ___(2) No ___(3) NA Poll's sponsor ___Yes(1) ___(2) No ___(3) NA Wording of questions ___Yes(1) ___(2) No ___(3) NA Sampling error ___Yes(1) ___(2) No ___(3) NA Population sampled ___Yes(1) ___(2) No ___(3) NA Method of polling ___Yes(1) ___(2) No ___(3) NA Date poll conducted ___Yes(1) ___(2) No ___(3) NA Response rate
Political Commercials- Any paid political announcement whether it be for a political candidate or a ballot issue.
Placement--- This is determined by where the commercials falls in the local newscast. ___Ranking(1-99) (Is determined by examining both stories and political commercials). ___Commercial Breaks (1-99) ___Location in Commercial Break(1-99)
0000 Length--- Simple time the commercial in seconds Categories-- ___(1)Image commercials--In these commercials, image is concerned with the "candidates received or project personality traits and character attributes"(Shyles, 1986, p. 114). Traits meaning such things as trustworthy, expert, competent, honest, etc. ___(2)Issue commercials--In these commercials, issues can be defined as current topics linked to state or national interest(Shyles, 1986, p. 117).
Method of Visual Presentation-- ___(1) Sponsoring candidate seen in spot. ___(2) Sponsoring candidate not seen in spot. Method of Audio Presentation-- ___(1) Sponsoring candidate is heard in spot. ___(2) Sponsoring candidate is not heard in spot. Ad Characteristics-- ___(1) Supporting ads--Ad supports a particular candidate. ___(2) Attack ads--Ad attacks the opposing candidate's position on issues or image.
Sponsoring candidate or organization---(who pays for the ad, this will appear at the end of the spot) Candidate's or ballot issue name_______________________________
Commercial Topic--- ____ Primary topic (use provided list with numbers) _____________________________other ____ Secondary topic (use provided list with numbers) _____________________________other
____ 3rd topic (use provided list with numbers) _____________________________other
Newscast sponsorship Entire Newscast ___(1) Yes ___(2) No --Indicated at some point in the newscast that "X News is sponsored by X." Newscast Sponsor--List the sponsors ______________________________ ______________________________ ______________________________ ______________________________
Placement of Newscast Sponsors _________ Indicate which break the sponsorship announcement is made. If announced more than once, please indicate each break the sponsorship announcement appears.
News Segment Sponsored-- ___(1) Yes ___(2) No
Placement of News Segment Sponsor _________Indicate which break the sponsorship announcement is made. If announced more than once, please indicate each break the sponsorship announcement appears. (Or Not Applicable = NA) News Segment Sponsor--List the sponsors ______________________________ ______________________________ ______________________________ ______________________________ Weather Segment Sponsored-- ___(1) Yes ___(2) No
Placement of Weather Segment Sponsor _________Indicate which break the sponsorship announcement is made. If announced more than once, please indicate each break the sponsorship announcement appears. (Or Not Applicable = NA)
Weather Segment Sponsor--List the sponsors ______________________________ ______________________________ ______________________________ ______________________________ Sports Segment Sponsored-- ___(1) Yes ___(2) No
Placement of Sports Segment Sponsor _________Indicate which break the sponsorship announcement is made. If announced more than once, please indicate each break the sponsorship announcement appears. (Or Not Applicable = NA)
Sports Segment Sponsor--List the sponsors ______________________________ ______________________________ ______________________________ ______________________________
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