![]() Cognitive mapping involves taking different texts and comparing them in a visual format – i.e. Lastly, there’s cognitive mapping, which can be used in addition to, or along with, proximity analysis. To do this, you would make use of explicit data, discounting any underlying meanings and implications of the speech. For example, if you were to analyse a political speech, you may want to focus only on what has been said, rather than implications or hidden meanings. ![]() Proximity analysis is typically utilised when you’re looking for hard facts rather than emotional, cultural, or contextual factors. In other words, proximity analysis investigates the relationship between terms and aims to group these to extract themes and develop meaning. Proximity analysis identifies explicit terms (such as those found in a conceptual analysis) and the patterns in terms of how they co-occur in a text. If a participant is describing a traumatic event, they are likely to have a much lower score, either 1 or 2. If participants are talking about their achievements, they are likely to be given a score of 4 or 5, depending on how good they feel about it. These emotions are typically mapped on scales, such as a Likert scale or a rating scale ranging from 1 to 5, where 1 is “very sad” and 5 is “very happy”. There are three types of relational analysis:Īffect extraction is when you assess concepts according to emotional attributes. Instead of looking at the numbers, it assesses the relationships between different concepts, as well as how they are connected, and the context in which they appear. Relational content analysis has a different focus than conceptual content analysis. This can introduce an element of bias, which risks skewing your results. Interpreting implicit data can be rather subjective as conclusions are based on the researcher’s interpretation. However, it’s important to differentiate between these two types of data when you’re undertaking content analysis. This can be inferred from the way that Lauren states that her pet “tweets”.Īs you can see, explicit and implicit data both play a role in human interaction and are an important part of your analysis. An additional piece of implicit data is that Lauren likely has some type of bird as a pet. This information is not clearly stated but can be inferred from the conversation, where Joe is helping Lauren to choose pet food. ![]() On the other hand, implicit data, in this case, includes the fact that the speakers are in a pet store. This data is explicit because it requires no interpretation. Lauren asks Joe whether she has any pets aside from her puppy. In this exchange, the explicit data indicates that Joe is helping Lauren to find the right puppy food. ![]()
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