By Daniel Riffe
Analyzing Media Messages is a primer for studying the means of systematic, quantitative research of conversation content material. wealthy with examples of contemporary and vintage purposes, it offers options to difficulties encountered in undertaking content material research, and it really is written in order that scholars can simply comprehend and practice the techniques.
This completely revised 3rd variation comprises present and interesting examples for modern scholars, as well as a few traditionally vital circumstances. It emphasizes communique of visible imagery and reports of advertisements content material. assets at the book’s better half site supply extra fabrics for college students and teachers, together with current protocols, internet hyperlinks, and a bibliography of content material research tools articles.
This quantity is meant to be used as a main textual content for content material research coursework, or as a supplemental textual content in study tools classes. it's also an necessary reference for researchers in mass media fields, political technology, and different social and behavioral sciences.
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Additional resources for Analyzing Media Messages: Using Quantitative Content Analysis in Research
Correlation, Causation, and Design Research design that flows from some hypothesis should deal explicitly with whether the study’s purpose is to demonstrate correlation or causation. In the preceding example, can there be something about working for a prestige newspaper that actually causes a controversial story to be reported differently? If so, we believe there is a causal relationship at work: Perhaps the consciousness of being in a prestige newspaper motivates reporters to cover controversy differently.
2 DEFINING CONTENT ANALYSIS AS A SOCIAL SCIENCE TOOL In the preceding chapter, we offered a preliminary definition of quantitative content analysis that permitted an overview of the method’s importance and utility for a variety of mass communication research applications:The systematic assignment of communication content to categories according to rules and the analysis of relationships involving those categories using statistical methods. A more specific definition derived from previous ones can now be proffered.
Content analysis, according to Kerlinger, should be treated as “a method of observation” akin to observing people’s behavior or “asking them to respond to scales,” except that the investigator “asks questions of the communications” (p. 525). With the exception of Kerlinger’s (1973), however, most forgo discussion of the specific goals, purpose, or type of inferences to be drawn from the technique other than to suggest that valid inferences are desirable. Moreover, some of the definitions might apply equally to qualitative content analysis; Stempel’s (2003) and Krippendorff ’s (1980), for example, do not mention quantitative measurement (although each of those researchers has assembled a remarkable record of scholarship using quantitative content analysis).