Content Analysis

Summary

    This chapter discusses the process of content analysis and its importance in mass media research.  It is defined as “a method of studying and analyzing communication in a systematic, objective, and quantitative manner for the purpose of measuring variables” (163-164).  This research technique requires objective sampling and accurate data to produce reliable and valid results for future studies. One cannot solely make claims based on the analysis of media content.  In order to be valid, one must also analyze the audience consuming this media content to make reliable claims about the content and its effect on society. Content analysis involves forming a hypothesis, testing it through comparison of media content with the real word, and establishing a starting point for studies of media effects.  This chapter also highlights the increasing importance of computers for analysis and data collection.

Example

    This chapter reminded me of my mother.  She loves to watch the Investigation Discovery Channel while she works or cooks at home.  Since she watches so many television shows about murder and crime, she is a very paranoid and cautious person.  She always thinks the worst case scenario is the most likely to occur in many situations. For my nineteenth birthday, she gave me pepper spray and an alarm for my dorm that sounds like a dog barking, in the hopes that this would scare off any intruders.  The chapter mentions that one use of content analysis is cultivation analysis. A study of cultivation analysis led to the conclusion that those who heavily watched television may be more fearful in their everyday lives. Considering the amount of murder television shows my mother listens to, I think this conclusion could explain my mother’s attitude in her daily life. 

Connection   

In this chapter, the discussion of the uses of content analysis led to the example of cultivation analysis.  Cultivation analysis is where “the dominant message and themes in media content are documented by systematic procedures and a separate study of the audience is conducted to see whether these messages are fostering similar attitudes among heavy media users” (166).  This analysis led to the study concluding that people who watch a lot of television often are the most fearful of the world they live in. My mother’s fearful and cautious attitude supports this claim since I believe her attitude is caused by the heavy amount of crime television she watches daily.