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Deciphering the Data: A Comparison of Computer and Traditional Coding in Content Analysis
Unformatted Document Text:  14 order list were added. A decision was also made to customize the experience attribute for each candidate. The point was to make sure that “attorney general” only showed up as an experience in Morales’s file and “governor” only appeared as Perry’s experience. (The revised codebook with customized words is included in Appendix 1.) To link an attribute to a specific candidate, the codebook of attributes and search words was run through each of the three candidate’s paragraph files. As shown in Table 3, this results in a list of how many times the attribute search words were in the same paragraph as the candidate’s name. Table 3 Candidate Attributes Morales Sanchez Perry Business 54 86 17 Campaign 354 414 125 Debate 217 185 10 Education 121 126 21 Experience 211 155 104 Hispanic/Minority 146 123 21 Leadership 26 42 12 Pride 38 32 8 Politics 62 48 22 Taxes 61 39 7 Wealth 165 230 34 Table 3 shows that Sanchez’s personal wealth was an important attribute in the newspaper coverage since it was associated with him 65 more times than with Morales. AT the same time, Morales was more often identified by his experience since he has been involved in state-wide politics for several years while Sanchez was running for his first political office. As expected, both Morales and Sanchez were associated with the issues of their ethnicity and minority status. Because Perry was unopposed, his attribute numbers were low in almost all of the categories. But he was associated with experience

Authors: Conway, Mike.
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order list were added. A decision was also made to customize the experience attribute for
each candidate. The point was to make sure that “attorney general” only showed up as an
experience in Morales’s file and “governor” only appeared as Perry’s experience. (The
revised codebook with customized words is included in Appendix 1.)
To link an attribute to a specific candidate, the codebook of attributes and search
words was run through each of the three candidate’s paragraph files. As shown in Table
3, this results in a list of how many times the attribute search words were in the same
paragraph as the candidate’s name.
Table 3
Candidate Attributes
Morales
Sanchez
Perry
Business
54
86
17
Campaign
354
414
125
Debate
217
185
10
Education
121
126
21
Experience
211
155
104
Hispanic/Minority 146
123
21
Leadership
26
42
12
Pride
38
32
8
Politics
62
48
22
Taxes
61
39
7
Wealth
165
230
34
Table 3 shows that Sanchez’s personal wealth was an important attribute in the
newspaper coverage since it was associated with him 65 more times than with Morales.
AT the same time, Morales was more often identified by his experience since he has been
involved in state-wide politics for several years while Sanchez was running for his first
political office. As expected, both Morales and Sanchez were associated with the issues
of their ethnicity and minority status. Because Perry was unopposed, his attribute
numbers were low in almost all of the categories. But he was associated with experience


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