Rethinking validity and reliability in content analysis

@article{Potter1999RethinkingVA,
  title={Rethinking validity and reliability in content analysis},
  author={W. Potter and Deborah Levine‐Donnerstein},
  journal={Journal of Applied Communication Research},
  year={1999},
  volume={27},
  pages={258-284}
}
Abstract The central thesis in this essay is that validity and reliability should be conceptualized differently across the various forms of content and the various uses of theory. This is especially true with applied communication research where a theory is not always available to guide the design. A distinction needs to made between manifest and latent (pattern and projective) content. Also, we argue that content analyses need not be limited to theory‐based coding schemes and standards set by… Expand
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