By Daniel Riffe
Analyzing Media Messages is a primer for studying the means of systematic, quantitative research of verbal exchange content material. wealthy with examples of modern and vintage functions, it offers ideas to difficulties encountered in engaging in content material research, and it really is written in order that scholars can without difficulty comprehend and practice the techniques.
This completely revised 3rd version comprises present and interesting examples for modern day scholars, as well as a few traditionally vital instances. It emphasizes verbal exchange of visible imagery and reviews of advertisements content material. assets at the book’s spouse site supply extra fabrics for college kids and teachers, together with present protocols, internet hyperlinks, and a bibliography of content material research tools articles.
This quantity is meant to be used as a chief textual content for content material research coursework, or as a supplemental textual content in study equipment classes. it's also an crucial reference for researchers in mass media fields, political technological know-how, and different social and behavioral sciences.
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Additional info for Analyzing Media Messages: Using Quantitative Content Analysis in Research
140; see also chapter 6, this volume). The point here is that measures of concepts or variables such as physical attractiveness or—in news content—fairness or balance, traditionally viewed as individually variable (“in the eye of the beholder”), can be developed empirically and, with enough care, used reliably. The chapter 6 (this volume) “coding protocol” for studying local government news coverage represents a similar example of how researchers are able to examine difficult concepts through careful development of measures.
Latent or connotative meaning, by contrast, is the individual meaning given by individuals to symbols. The semantic implications notwithstanding, this distinction has clear implications for quantitative content analysis, which so often involves multiple coders applying rules to categorize reliably some communication content. Consider, for example, Kensicki’s (2004) content analysis of frames used in covering social issues (pollution, poverty, and incarceration), in which she concluded that news media seldom identified causes or effects for the issues, nor did they often suggest the likelihood that the problems could be solved.
Why does one network’s nightly newscast mirror the other networks’? Why are some political blogs more linked to (by other blogs) than others? Why do so many long-standing journalistic practices and routines break down in crisis situations? Social scientists using quantitative content analysis techniques generally seek to do more than describe. Content analysts—whether conducting applied or basic research—typically do not collect descriptive data and then ask questions. Instead, they conduct research to answer questions.
Analyzing Media Messages: Using Quantitative Content Analysis in Research by Daniel Riffe