Content Analysis (1/27/20)

Reading Summary

In the reading, Scientific Methods in Media Effects Research, Glenn Sparks asks the question, “How would one ever go about discovering the effects of media content?” (Sparks 24). Analyzing media is important because it allows us to have a deeper understanding of how it affects us personally and our world around us. Specifically, scientific research is very beneficial in proving the effects media has on our culture. Content analysis is “a method that allows the reader to describe messages in quantitative terms even though those messages are essentially verbal or non-quantitative in nature” (Sparks 25). While this analysis is valid, it is not always accurate to make implications solely based on content analysis. The use of manifest and latent content is a type of analysis that can be used as well. Manifest content refers to the literal meaning of something and requires very little coding. Latent content is content is harder to analyze because one must look “between the lines” in order to properly code. Sparks then discusses samples and unit of analysis which are done after a message has been coded. Samples are taken from a large or small amount of media resources needed to analyze. Unit of analysis then occurs but varies on how specific data is coded and analyzed. All these steps are important in analyzing media and how it can potentially impact our society.

Outside Example

People are affected by media very differently and it is evident to note that celebrities have one of the biggest influences on our society. The reality show, Keeping Up with the Kardashians, is a prime example of how television significantly affects our society. The show ultimately gives this idea that fame and wealth are vital things to have in life. People can analyze the show as a corrupted, misleading image of how our society and the people living in it should be. I have tried watching a couple of seasons but could never finish them because I would get so caught up in comparing my life to an unrealistic one. The show can definitely be toxic and affect audiences who are either too young or insecure to consume this type of media.  

Reading Connection

This article discusses how using scientific methods can prove how media affects consumers with specific steps and analysis. In my example, Keeping Up with the Kardashians has a big effect on their audiences because of a distorted image they portray to society. I think Sparks would agree that there should be some type of content analysis done on this reality show to measure how the samples (consumers) watch and consume the show. Then, unit of analysis could take the specific information and show how a reality television show can affect consumers. By using content analysis and the scientific methods discussed in Sparks’ article, I could prove my theory of how toxic reality shows negatively affect consumers by manipulating them.