Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2017) Reaching out to African Caribbeans: Content analysis of UK cancer charity YouTube advertisements. SAGE Research Methods Cases: Part 2. SAGE. ISBN 9781526419644 (doi:https://doi.org/10.4135/9781526419644)

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Abstract

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.

Item Type:	Book Section
Uncontrolled Keywords:	Content analysis, Youtube, African Caribbeans,UK, Cancer Charity, Advertisements
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher
Last Modified:	23 Apr 2018 16:22
URI:	http://gala.gre.ac.uk/id/eprint/19588

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