Case Study: Governors State University analyzes political messaging in US talk shows with Lumivero NVivo

Governors State University - Customer Case Study

Governors State University Assistant Professor David Rhea undertook a qualitative study to explore how viewers of US late-night talk shows accept humorous content as legitimate political information. The challenge was to organize and analyze interview transcripts from viewers to understand this dissemination process, moving beyond manual coding methods. To manage this data, the university utilized Lumivero's NVivo software.

Using NVivo, David Rhea was able to efficiently code the interview data thematically and extract key insights through features like on-screen color coding and dataset analysis for open-ended questions. The solution from Lumivero provided advanced analytical capabilities, enabling a deeper understanding of the qualitative data. The findings from this research were successfully presented at the 2008 National Communication Association annual meeting, and the methodology established will be used for a similar study in the next US Presidential election cycle.

Governors State University

David Rhea

Assistant Professor, Communication Studies