Analyzing Media Messages: Using Quantitative Content Analysis in Research, Ed. 2
In this book, we begin with an overview of the field of mass
communication research, emphasizing the centrality of content analysis
to that field and its applicability in other disciplines. We then develop a
formal definition of content analysis, examining its terms to introduce
important principles in measurement, data analysis, and inference. In
chapter 3 (this volume), we describe the steps involved in designing a
study, concluding with a series of questions that provide a model for
conducting quantitative content analysis. With the stage set by those
introductory chapters, in the remaining six we explore research issues
in greater depth. These include measurement, or finding appropriate
units of content and developing rules for assigning those units to
categories; sampling, or selecting from all possible content only as
much as is needed; reliability, or ensuring that individuals applying the
study’s coding rules obtain the same results; data analysis, or applying
appropriate statistical techniques; validity, or the theoretical and
practical significance of the study’s findings; and technology, or the use
of computers in content analysis.
communication research, emphasizing the centrality of content analysis
to that field and its applicability in other disciplines. We then develop a
formal definition of content analysis, examining its terms to introduce
important principles in measurement, data analysis, and inference. In
chapter 3 (this volume), we describe the steps involved in designing a
study, concluding with a series of questions that provide a model for
conducting quantitative content analysis. With the stage set by those
introductory chapters, in the remaining six we explore research issues
in greater depth. These include measurement, or finding appropriate
units of content and developing rules for assigning those units to
categories; sampling, or selecting from all possible content only as
much as is needed; reliability, or ensuring that individuals applying the
study’s coding rules obtain the same results; data analysis, or applying
appropriate statistical techniques; validity, or the theoretical and
practical significance of the study’s findings; and technology, or the use
of computers in content analysis.
2
1-4106-1342-9
302.23014
e-Book IK
Inggris
Lawrence Erlbaum Associates
2005
New Jersey
ix + 247 hlm
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