Analyzing Media Messages provides a comprehensive and comprehensible guide to conducting content analysis research. It establishes a formal definition of quantitative content analysis; gives step-by-step instruction on designing a content analysis study; and explores in depth research questions that recur in content analysis, in such areas as measurement, sampling, reliability, data analysis, validity, and technology. This Second Edition maintains the concise, accessible approach of the first edition while offering an updated discussion and new examples. The goal of this resource is to make content analysis understandable, and to produce a useful guide for novice and experienced researchers alike.
Accompanied by detailed, practical examples of current and classic applications, this volume is appropriate for use as a primary text for content analysis coursework, or as a supplemental text in research methods courses. It is also an indispensable reference for researchers in mass communication fields, political science, and other social and behavioral sciences.
Review of the first edition:
"…offers sound instruction for conducting content research, and the book's target audience--graduate students enrolled in methods courses or seminars specific to content analysis--will benefit from its teachings."
—Journalism & Mass Communication Educator
Contents: Preface. Introduction. Defining Content Analysis as a Social Science Tool. Designing a Content Analysis. Measurement. Sampling. Reliability. Validity. Data Analysis. Computers.