Analyzing Media Messages: Using Quantitative Content Analysis in Research

Description

Analyzing Media Messages, Fourth Edition provides a comprehensive guide to conducting content analysis research. It establishes a formal definition of quantitative content analysis; gives step-by-step instructions on designing a content analysis study; and explores in depth several recurring questions that arise in such areas as measurement, sampling, reliability, data analysis, and the use of digital technology in the content analysis process. The fourth edition maintains the concise, accessible approach of the first three editions while offering updated discussions and examples. It examines in greater detail the use of computers to analyze content and how that process varies from human coding of content, incorporating more literature about technology and content analysis throughout. Updated topics include sampling in the digital age, computerized content analysis as practiced today, and incorporating social media in content analysis. Each chapter contains useful objectives and chapter summaries to cement core concepts. Cover Half Title Series Page Title Page Copyright Page Dedication Table of Contents Preface Chapter 1: Introduction Communication Research Content Analysis and Mass Communication Effects Research Content Analysis and the Context of Production The “Centrality” of Content Description as a Goal Research Applications: Making the Connection Innovation and Expanding the Research Reach Research Applications: Content Analysis in Other Fields Summary Chapter 2: Defining Content Analysis as a Social Science Tool Adapting a Definition Content Analysis Defined Issues in Content Analysis as a Research Technique Advantages of Quantitative Content Analysis of Manifest Content Summary Chapter 3: Computers and Content Analysis Distinguishing Algorithmic Text Analysis (ATA) Advantages and Disadvantages of ATA When ATA Is Best Applied Hybrid or Computer-Aided Content Analysis “Scaling Up” Content Analyses Summary Chapter 4: Measurement Content Units and Variables in Content Analysis Content Forms Units of Observation Units of Analysis Levels of Measurement Measurement Steps Summary Chapter 5: Sampling Sampling Time Periods Sampling Techniques Stratified Sampling for Legacy Media Sampling Digital Content Sampling Suggestions for Digital Media Sampling Individual Communication Summary Chapter 6: Reliability Reliability: Basic Notions Variable Definitions and Category Construction Content Analysis Protocol Coder Training Reliability Assessment Reliability Coefficients Summary Chapter 7: Validity The Problem of Measurement Reliability and Validity Tests of Measurement Validity Validity in Observational Process External Validity and Meaning in Content Analysis Summary Chapter 8: Designing a Content Analysis Conceptualization in Content Analysis Research Design Good Design and Bad Design A General Model for Content Analysis Research Program Design Summary Chapter 9: Data Analysis An Introduction to Analyzing Content Fundamentals of Analyzing Data Describing and Summarizing Findings Finding Relationships Statistical Assumptions Summary Appendix: Reporting Standards for Content Analysis Articles Sampling Coders, Variables, and Protocol Reliability References Author Index Subject Index