1. Content Analysis: (a) A Message-Centric Technique, and (b) An Integrative Approach Kimberly A. Neuendorf, Ph.D. Cleveland State University Fall 2011

2. The Basic Communication Model

4. Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER

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

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

7. 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

8. Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Descriptive -Univariate -Bivariate

9. Bivariate Descriptive Content Analysis Findings From: Taylor & Taylor, 1994

10. Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Descriptive -Inferential to source or receiver

11. Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Descriptive -Inferential to source or receiver Direct Inference without backing is unwarranted!

12. Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Descriptive -Inferential -Psychometric: Clinical or Thematic (Inference to source characteristics can be made only after substantial, repeated validations)

13. Psychometric Content Analysis  Clinical Content Analysis e.g., Gottschalk & Gleser (1969) scales (eventually incorporated into PCAD CATA program)

14. Psychometric Content Analysis  Thematic Content Analysis e.g., Thematic Apperception Test (TAT; McClelland, 1984)

15. Content Analysis: A Focus on Message Characteristics SOURCEMESSAGERECEIVER Content Analyses -Descriptive -Inferential -Psychometric -Predictive (data based)

16. 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, 573-595.

17. 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), 19-33.

18. 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

19. 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

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

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

22. 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

23. Johnson & Holmes (2009) conclude:  “With the media viewed as a major source of information for adolescents on issues they know little about (e.g., Bachen & Illouz, 1996), it is important to identify what information such media might be providing. From a social-cognitive theory perspective (Bandura, 1986, 1994), adolescents using films of this nature as a means to obtain information on what behaviors are successful in initiating and maintaining a relationship may find information on the former, but little on the latter. Films appeared to depict relationships as progressing quickly into something emotionally meaningful and significant, but there was little shown to explain how or why this was the case. Adolescents using these films as a model on which to base their own behaviors, expecting that in doing so their relationships will progress in kind, are likely to be left disappointed. Likewise, from a cultivation theory perspective (Gerbner et al., 1994), adolescents coming to view these representations as norms are likely to be left with an inaccurate impression.” (p. 368)

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

25. 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

26. 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

27. 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

28. McQuarrie & Phillips (2008):  The researchers studied magazine ads from between 1969 and 2002, using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. “Six aspects of ad style are examined: the proportion of space allotted to pictures, the amount of body copy used, inclusion of the brand name in the headline, incorporation of the brand into the picture, the layout of pictures and text, and the presence or absence of a stand-alone brand block. Using contemporaneous copy test data from the WAPB editions, we show that the style elements that became more common were those that had been more effective, and those that became less common were those elements that had proved less effective.” (p. 95)

29. 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

30. 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 LOGICAL LINKING

31. 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 DATA LINKING

32.  pause