Analyzing Media Messages: Using Quantitative Content by Daniel Riffe

By Daniel Riffe

Analyzing Media Messages is a primer for studying the means of systematic, quantitative research of conversation content material. wealthy with examples of contemporary and vintage functions, it presents strategies to difficulties encountered in carrying out content material research, and it's written in order that scholars can without problems 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 very important situations. It emphasizes communique of visible imagery and stories of advertisements content material. assets at the book’s better half web site offer extra fabrics for college students and teachers, together with current protocols, net hyperlinks, and a bibliography of content material research equipment articles.

This quantity is meant to be used as a prime textual content for content material research coursework, or as a supplemental textual content in learn equipment classes. it's also an essential reference for researchers in mass media fields, political technological know-how, and different social and behavioral sciences.

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Extra resources for Analyzing Media Messages: Using Quantitative Content Analysis in Research

Sample text

Such events are so far from the routine of daily journalism that the response of news workers and organizations warrants description (Reynolds & Barnett, 2003). Some descriptive data are involved in the second goal of content analysis specified in the definition: to draw inferences about meaning or infer from the communication to its context, both of production and consumption. In fact, simple descriptive data invite inference testing—that is, conclusions about what was not observed based on what was observed.

But as with other quantitative research methods, content analysis requires resources of time and effort that should be used efficiently and effectively. In particular, content analyses should not be carried out absent an explicit hypothesis or research question to most efficiently and effectively guide the design of the inquiry. Describing the value of such explicitness, McCombs (1972) argued that a hypothesis (or, presumably a research question) “gives guidance to the observer trying to understand the complexities of reality.

Pessimistic explanations predicted passivity on Johnson’s part. Analysis of presidential nomination acceptance speeches between 1948 and 1984 showed that nominees who were “pessimistically ruminative” (dwelling on the negative) in causal explanations lost 9 of 10 elections. Another content analysis in psychology involved the celebrated Daniel Schreber case. A British lawyer, Schreber was hospitalized in 1893 for psychosis. His 1903 Memoirs of My Nervous Illness (Schreber, 1903/1955) fascinated four generations of psychopathologists, among them Sigmund Freud (1911).

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