COM 633: Content Analysis Introduction Kimberly A. Neuendorf, Ph.D. Cleveland State University Fall 2010

Content Analysis Defined Content analysis is a summarizing, quantitative analysis of messages that relies on the scientific method (including attention to objectivity/intersubjectivity, a priori design, reliability, validity, generalizability, replicability, and hypothesis testing) It is not limited as to the types of variables that may be measured, nor to the context in which the messages are created or presented [Source: Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks, CA: Sage Publications.]

Content Analysis within the Family of Empirical Methods Experiment: At least one IV (independent variable) is manipulated; unit of data collection is often (but not always) in a controlled (e.g., laboratory) setting (if not, it may be called a field experiment) Survey: Variables are measured as they “naturally” occur; unit of data collection is typically situated in its (his/her) natural environment; no variables are manipulated Qualitative Methods: Includes such variants as ethnography, narratology, focus groups, and participant observation; the researcher, and their knowledge and skills, are an integral part of the measurement process

Content Analysis within the Family of Empirical Methods - 2 Experiments Surveys Qualitative Studies Content Analyses

Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Studies of Sources: - Surveys - Qualitative studies of sources

Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Studies of Sources: - Surveys - Qualitative studies of sources (Receiver) Effects Studies: - Surveys - Experiments - Qualitative effects studies

Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Studies of Sources: - Surveys - Qualitative studies of sources Message Studies: - Content Analyses - Qualitative & Critical message analyses (narratology, discourse analysis, etc.) (Receiver) Effects Studies: - Surveys - Experiments - Qualitative effects studies

Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Description -Univariate -Bivariate

Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Description -Prediction -Bivariate -Multivariate

Finkel, S. E., & Geer, J. G. (1998). A spot check: Casting doubt on the demobilizing effect of attack advertising. American Journal of Political Science, 42,

Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3),

SOURCEMESSAGERECEIVER Studies of Sources: - Surveys - Qualitative studies of sources Message Studies: - Content Analyses - Qualitative & Critical message analyses (narratology, discourse analysis, etc.) (Receiver) Effects Studies: - Surveys - Experiments - Qualitative effects studies An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or Findings

SOURCEMESSAGERECEIVER Studies of Sources: - Surveys - Qualitative studies of sources Message Studies: - Content Analyses - Qualitative & Critical message analyses (narratology, discourse analysis, etc.) (Receiver) Effects Studies: - Surveys - Experiments - Qualitative effects studies An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or Findings

An Integrative Model of Content Analysis: Logical Linking SOURCEMESSAGERECEIVER Experiments Bandura, tests of Social Cognitive Theory

An Integrative Model of Content Analysis: Logical Linking SOURCEMESSAGERECEIVER Experiments Bandura, tests of Social Cognitive Theory Informs

An Integrative Model of Content Analysis: Logical Linking SOURCEMESSAGERECEIVER Content Analysis Johnson & Holmes, 2009, CA of romantic comedies Experiments Bandura, tests of Social Cognitive Theory Informs

An Integrative Model of Content Analysis: Logical Linking SOURCEMESSAGERECEIVER Content Analysis Atkin et al., BATF grant project on themes and appeals in alcohol advertising

An Integrative Model of Content Analysis: Logical Linking SOURCEMESSAGERECEIVER Survey Atkin et al., BATF studies Content Analysis Atkin et al., BATF grant project on themes and appeals in alcohol advertising Motivates

An Integrative Model of Content Analysis: Logical Linking SOURCEMESSAGERECEIVER Survey Atkin et al., BATF studies Content Analysis Atkin et al., BATF grant project on themes and appeals in alcohol advertising Experiments Atkin et al., 1983, series of experimental studies for BATF Motivates And

An Integrative Model of Content Analysis: Data Linking SOURCEMESSAGERECEIVER Content Analysis McQuarrie & Phillips, 2008, CA of magazine ads Survey Commercial copy test data from WAPB (Which Ad Pulled Best), including Starch, Gallup & Robinson scores Same 656 ads used

An Integrative Model of Content Analysis: Data Linking SOURCEMESSAGERECEIVER Survey Gottschalk, Fronczek, & Buchsbaum, 1993, Study using physiological measures during one of three different states of consciousness (inc. REM and non-REM sleep) Content Analysis Gotttschalk et al., 1993, CA of verbal reports of dreams Same participants (n=??)

A Flowchart of the Typical Process of Content Analysis: [See also the Content Analysis Guidebook Online: