Human v computer codingMedia conten

Human v computer coding
Media content analysis increasingly uses computer programs. Computer software is applied
at two levels:
1. For storing, analysing and reporting research data such as coding and notations by
researchers (including constructing tables, charts and graphs); and
Asia Pacific Public Relations Journal, 6(1), 1–34.
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2. In some cases, for automatic scanning of texts and identification and coding of words and
phrases. This stage can lead to automation of the entire process of coding and analysis, or
provide partial automation with a combination of computer scanning and coding along
with human notations manually entered into the program



When content analysis is conducted across multiple languages and cultures, such as for global
or non-western media studies, the problems of machine coding become even more marked, as
most automated coding systems work with English language text only and computer
translations are unreliable except for the most rudimentary applications.
Furthermore, and perhaps most important of all, computers cannot consider the context of
content; they only view the text which can result in narrow incomplete interpretations.
However, computers can clearly support quantitative and qualitative content analysis by
serving as a repository for coding data and provide powerful tools for analyzing and reporting
research