Reaching out to African Caribbeans : content analysis of UK cancer charity YouTube advertisements / Emmanuel Mogaji.

Format:

Book

Author/Creator:

Mogaji, Emmanuel, author.

Series:

SAGE Research Methods. Cases.

SAGE Research Methods. Cases

Language:

English

Subjects (All):

Health promotion--Great Britain--Research--Case studies.

Health promotion.

West Indians--Great Britain--Research--Case studies.

West Indians.

Cancer--Prevention--Great Britain--Research--Case studies.

Cancer.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications Ltd, 2017.

Summary:

Recent research shows that African Caribbeans are less aware of the warning signs of cancer, highlighting the importance of creating awareness and publicity in reaching out to the public. This research method examined how I carried out the content analysis of YouTube videos of top ten cancer charity organizations in the UK to get insight to the level of portrayal of African Caribbeans. The coding systems observe the content of advertisement, identifying the presence of African Caribbeans used as models in creating awareness about cancer or survivors sharing their experiences. This case study set out to explain how the research was carried out; I acknowledge that content analysis requires coding systems which enabled me to view the content of the videos and categorize them to observe trends and frequencies, make comparisons, and deduce meanings. Importantly, I ensured that a rigid framework was created so that analysts working independently could still arrive at the same results by using the same coding system. Limitations and practical lessons were also provided.

Notes:

Includes bibliographical references and index.

Description based on XML content.

ISBN:

9781526419644 (ebook) :

9781526419644

OCLC:

984402053