1 Hasantha Gunasekera describes how she used content analysis to explore the possible impact of film content on public health. Define, in your own words, what content analysis is and how this technique may be applied to gaining an insight and understanding of how the content of films and public health messages can affect an individual’s own behaviour.
2 Using a data extraction tool, Gunasekera and her team were able to use content analysis to identify ‘an association between media consumption and public health outcomes’. Although they found a range of interesting findings, they were not able to ascertain, due to design limitations, if anyone was directly influenced by such depictions. How might a future study build on this and establish more direct relationships between media/public health messages and viewers’ actual behaviours?
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