Content Analysis

Summary:

Content analysis, as defined by Kelinger, is a method of studying and analyzing communication in a systematic, objective, and quantitative manner for the purpose of measuring variables. This chapter goes further to explain this definition. To begin Smith explains that systematic can be translated as uniformity in all coding and procedures. Objectivity means that it is critical that research do not allow their personal biases to cloud their analysis inorder to produce the most accurate information. Lastly, quantitative research offers more precision instead of producing vague data. 

The Chapter moves from the definition to its purpose. Smith suggests that with the media we can describe communication content, test hypotheses of message characteristics, compare media content to the real world, assess the image of a particular group in society and establish a starting point for students of media effects. Although content analysis is beneficial, it is accompanied by limitations. For example, content analysis cannot offer a complete look at how content affects audiences. In addition, some research is limited “to the framework of the categories and definitions used in that analysis, which results, which results in generalizations and ultimately a lack of accuracy. 

Towards the end of the chapter he lists and explains the steps in content analysis. These include Formulating research questions or hypotheses, defining the population in a question, selecting an appropriate sample from the pop­ulation, selecting and defining a unit of analysis, constructing the categories of content to be analyzed, establish a quantification system, training coders and conducting a pilot stud, and lastly, coding the content according to established definitions. This is important because content analysis is “used in all areas of media…from academic to private sectors.” Although its popularity stemmed from use in war time it is still an efficient way of answering many mass media questions.

Outside Example: Reading this chapter automatically made me think of all the movies and shows that have gained so much attention from viewers that Netflix analyzes to determine future actions. For example, Netflix either announces new seasons (and or sequels) or fails to continue programs based on how audiences responded, viewed, and kept up with the program. For example, the show To all the boys i’ve ever loved is a Netflix movie that did not intend to have a follow up movie. This movie, although can be viewed as cheesy, was entertaining enough to impact a large amount of viewers in a positive way. Due to its populatriy Netflix released To all the boys i’ve ever loved part 2. As I read this chapter I thought about how they would use content analysis when determining whether to stop at the second movie.

Connected: I connected content analysis to Netflix, specifically witht the movie To all the boys i’ve ever loved because I believe Netflix used content analysis to determine if making sequel was worth it. As stated in Chapter 8, Netflix can use their content in numerous ways including testing their material. I believe this example connects to the reading because Netflix does research and makes decisions based on collected Data to determine what material to keep, add, and remove from their website. I also believe that they relatively follow the steps of content analyis listed in the chapter to create a smooth process of making those decisions. Content is important to Netflix because it is a matter of profit and therefore worth the research.