The standard way to conduct quantitative content analyses prescribes that the main researcher should ideally train other people, called coders, to code the media content the researcher is interested in analyzing in their study. In other words, ideally the main researcher trains other people how to record numerical information about the media content being studied. Why is this a necessary step in content analyses? Why not just have the main researcher code the media messages themselves? And relatedly, if there is more than one coder analyzing media content in a study, what is the purpose of collecting intercoder reliability data? What does intercoder reliability data do for the main researcher and their findings?
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