Introducing Communication Research 2e © 2014 SAGE Publications Chapter Twelve Content Analysis: Understanding Text and Image in Numbers

Key Concepts “ Content analysis” refers to – ▫specific quantitative procedures for coding and counting media content, or... ▫more generally, to any research into media content. Key concepts include – ▫quantitative ▫systematic ▫replicable ▫manifest content Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis A technique for describing the manifest content of communications. ▫quantitative ▫systematic ▫objective ▫replicable Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis: Strengths & Weaknesses STRENGTHSWEAKNESSES Systematic, rigorous coding & counting. Addresses only questions of content. Research material usually readily available. Useful only when used for comparisons. Generally, research on human subjects approvals not required. Favors counting over the search for meaning. Seeks to make generalizations about content. Problematic with abstract or latent content. Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis Quantitative ▫Count occurrences of interest. Systematic ▫Count all relevant aspects of the sample. ▫No arbitrary sampling. Objective ▫Categorize units using clearly defined criteria. Manifest ▫Count the tangible and observable. Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis Units Physical ▫Occupy observable space or time such as a comic strip. Syntactical ▫Language components such as words or sentences. Referential ▫Persons such as a specific cartoon character. Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis Units - cont. Propositional ▫structures such as stories or dramas. Thematic ▫broad topics within a structure, such as relationships with the boss or peers. Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis: Steps Define research question. Define universe to sample from. Define units ▫e.g. people, themes, words, or time on a topic. Define categories for each unit, ▫ e.g. people as old, middle-aged or young. Check inter-coder reliability. Coding. Analysis. Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis: Rules Categories must not overlap No unit can be coded twice. Report the number of occurrences recorded for each category. Introducing Communication Research 2e © 2014 SAGE Publications

Interaction Analysis Aims to capture and report – ▫interactions among members of a group ▫different roles that group members play. Three categories of group behavior – ▫ task-oriented ▫group-oriented ▫self-centered. Introducing Communication Research 2e © 2014 SAGE Publications

Chapter Summary Content analysis – The systematic sampling, coding, and analyzing of media content. Define research question Define universe to sample from Define units e.g. people, words, or space / time on a topic Define categories for each unit, e.g. people – male, female Check inter-coder reliability Coding and analysis Interaction analysis – content analysis applied to recorded group behaviors. Introducing Communication Research 2e © 2014 SAGE Publications

Vocabulary Review Coding scheme Interaction analysis Latent Manifest Physical units Propositional units Referential units Syntactical units Thematic units Units Universe Introducing Communication Research 2e © 2014 SAGE Publications

Web Resources Annenberg–Robert Wood Johnson Coding of Health and Media Project - Center for Media and Public Affairs - Introducing Communication Research 2e © 2014 SAGE Publications