Content Analysis

Reading Summary

This chapter served as an introduction to the tool and process of content analysis, providing history of its usage and outlining the steps and shortcomings of the method itself. The process is defined by Kerlinger as “a method of studying and analyzing communication in a systematic, objective, and quantitative manner for the purpose of measuring variables.” Modern content analysis was first used during the Second World War and became more popular and recognized when newspapers were analyzed in the 1950’s. Since then the process has grown to make use of a number of media sources including television programming, advertisements and even music videos and is used for one of five purposes, including describing communication content, comparing media content to the “real world,” and assessing the image of particular groups in society. The article goes on to discuss some of the limits of content analysis which include how time consuming and expensive the process can be, an occasional lack of messages relevant to the research, and how findings of one study can be limited by the framework and definitions used by that specific analysis. The chapter also lists and describes in detail the ten steps that are involved in the process of content analysis. 

Outside Connection

As an avid basketball fan, I couldn’t help but think about one of the most prevalent questions asked today as I read this chapter. Who’s better? Michael Jordan or LeBron James? It’s a discussion in which debaters make use of several different numbers, statistics, and arguments to convince the other side that their opinion is fact. They cite points, rebounds, assists, steals, blocks and even more statistics as well as listing accolades such as MVPs, Finals MVPs, rings and so on, all in hopes of supporting their personal greatest player of all time. Things go beyond the numbers within the argument, however, as fans also cite teammates, career details, and playing styles of the eras that the players were members of, making the question of who is the greatest player of all time one of the hardest to answer in all of sports. 

Reading Connection

To me, the conversation surrounding who the best basketball player of all time is is very similar to content analysis because the conversation makes use of many of the steps highlighted in the reading that are involved in what is described as a very scientific process. The discussion poses a research question (Who is the greatest of all time?) and either side forms their own hypothesis (MJ or Lebron). The population of the study is clearly defined (MJ and LeBron) and with that, appropriate samples (both careers) can be used to select already defined units of analysis (points, rebrounds, assists, steals, blocks, etc.) within pre-existing categories (offense and defense). From there, a conclusion can be reached as to who the best player of all time truly is, based on the data that has been collected and analyzed. Based on the definition in the chapter provided by Kerlinger, this study could easily be defined as systematic and quantitative, making use of medium variable, concepts that only apply to the sport of basketball. However, things are made difficult when each side of the argument moves away from objectiveness and begins asking or making subjective statements, statements that to me, are necessary to answer the question correctly.