CONTENT ANALYSIS AND ITS APPLICATION IN THE EVALUATION OF THE CONTENTS OF MASS CULTURE OBJECTS


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Abstract

Currently, there are a significant number of methods of evaluation of socio-psychological climate of numerous social groups. The majority of them work only in the direct contact with the target population. As a result, the science needs the application of the remote methods of socio-psychological climate assessment, one of which is the content analysis. In most cases, the content analysis is used to evaluate text sources but it is completely not good enough for comprehensive contact-free diagnostics of socio-psychological climate.

The paper considers the examples of the application of the content analysis method to the mass culture products designed to impact primarily on children and teenagers audience. The author highlights the effectiveness of content analysis when identifying social problems both in statics and in dynamics. Animated films “The Lion King” (1994), “Madagascar-2” (2002), “Wreck-It Ralph” (2012), and “Zootopia” (2016) were evaluated. As the units of analysis, the author considers such phenomena typical for large groups of people as the power, means and purposes ratio, discrimination, and social optimism. As the units of account, the author considers the facts of manifestation of specified analysis units in the course of the storyline evolution. The author carried out a brief quantitative analysis of the works under consideration and the actual and content-related assessment of the aforesaid markers identified in the works.

In general, the works analyzed, if considering them as the adequate reflection of the social reality of the origin community, indicate partial destruction of social communion, as it is evidenced by the mass-media reports. The author discovered that the content analysis of the mass culture objects is the effective tool for the assessment of attitudes and socio-psychological climate within the society.

About the authors

Aleksey Markovich Shevtsov

Kazan Innovative University named after V.G. Timiryasov (IEML), Kazan

Author for correspondence.
Email: aldarkwing@mail.ru

PhD (Psychology), Associate Professor, assistant professor of Chair of General psychology

Russian Federation

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