Blog Post #2

Reading Summary

Content analysis is a systematic procedure designed to study the content of recorded information across varying formats. Requirements of content analysis establishes that all research conducted must be systematic, objective, and quantitative. Content analysis is generally employed for five reasons. The first of which being the ability to describe communication content. Content analysis allows us to discover what exists out in the media world and study trends occurring over periods of time. Second, content analysis is a vessel for understanding the relationship between characteristics of the source format and the attributes of the actual content. This allows us to test hypotheses of message characteristics and similarities between format and content. Third, we can assess the image of particular groups in society. By using content analysis we can explore the media’s portrayal of minorities and assess media policy change towards these groups if need be. Content analysis can also serve as a fact checker for statistics in media texts. We can assess statements made and discover if they are indeed in congruence with reality. Finally, content analysis can serve as a starting point for studying the effects of media on its audience.

Outside Example

This reading reminded me of a specific episode of Mad Men where Harold recruits Joan to analyze television scripts surrounding their advertisements. This content analysis is employed to make sure their ads in the media are being portrayed as positive as possible. The content surrounding such ads can affect the representation of the ad agency’s clients. For example, if a kid is pushing his food away during a television program, content analysis is utilized in this episode to ensure the food doesn’t belong to a future ad that will be shown during the program.

Reading Connection

This reading states that content analysis can be employed for studying the effects of media on its audiences. This is exactly what Joan and Harold were doing in this episode. The content surrounding their ads had to be analyzed in order to promote the best image of their product to the audience. The reading also establishes that content analysis is time consuming and expensive. This relates to this Mad Men episode because this characteristic of content analysis is made clear and is the reason why Harold employs Joan to do the job.