ANALYZING MEDIA MESSAGES Using Quantitative Content Analysis in Research Second Edilion Daniel Riffe Ohio Univeniry Stephen Lacy Michigan Srate U"i...",s;ty ),'rtderick G. )<'ico Michigan SUlIe U"ivusjry IAWK.!'....CEI::llLlMlI)IASSOCJ,\,T&S,PU81.1SH.I!RS 110101"....1>,10'...J.....f ,.-don - _--_ ---___,- ... -- ~Cl_", _..._.. -_lOIt........__..._.... ...... ..... -.. --- 0-_-_....._ .- .. ' ,IMrJ -- h_' .- '","'e-.-c ........__,_. __.._I .. _:bod'" .-.....,."...,...,._c..... • _ lUA__-J -. ~-_._ I'lllNo.iOlt'm·,, ,oL_l ISlINo._»M~I"" _1 " e- ......... Ie-.l<.h..~ :L.-..-....1-.1........'._.. '4 ,__ " u, 1 .,... 11,__ 111,_. N.U!A'._.... - _--_"_""'" _ .. __ ......... '----~-- -. ..... ... ~ • I , I • • • , , lbl;"!RiJfr: For Ib,......Tt4,and EIiD SIqNnl..acy: ForI.P. B)WID.N.P. D&vi$,-.1A.G.Smilb "" FrnlFICII: '''"~''''I,. Bajuai..MIl FaitI'I Contents ,.,.. • ...... , 1 ~ 2 ~e-..NoIo/)'su.." So• I M~2.5'~~ .j... :~E::-"..~-~ .,",,,,I&;"'Io>;!r",'--~'"~Q8.-~~Q"-.n'-,-O,',"'j'\':.;.,: ,2. .S~"~s_,.~Q.~i;·g2 ~l,J'~~~'<~~'" _~._ ~. ~< 0 n.~-f~".'-~g~sn-~a.~'~·.~. ~ ~sPi"."_~-i,,a29~~- a_l:i,i:~~~ g"~ ~.!:a.~.~ .. n 3~f~~,~~Sifl~,,_i':~:1' Elfi~j';·~.f~t lS~g ~-8~~~2 ~ 1~~Q.~~~i~~1> g~~~~..~~~~~~~;~ !a~-.""~~.~~~ ~.~~ _~.~~ ~~ ~n§..~.~.,.~.1;Q.2~.,~n~ ~ i.·.~.~~; 8+81- 6..~a' ~"~n~.o l!gt..l.,~,,~lil~l~r8~-;:;"' -1:iil'.~. i-;~il"e ..-.. ' 1~~!j·~I~~~~.o!...! -(llr;'l" 111~1~a:1 ~,~r. 4ril~~I~.1 tigIJr~~'11~ ~,~~~ ~8.[-gE:~~~~ ~,,>:~~ ti~r s~~~t:g~~ ~i8~~~tg§.~~ • " ~ •... 8.~~~ ~l~~~.~~~~~..s"i',~"o!,~, , hoped10accomplishtheJaue,th",ogbd....,''''''''''elangulgelllUby "Ume",., pr,,,iding mpleo--<>f=enrand "c1as.ic~ studico---loil- lnmat. J'fobkm.and 10,1""•. We ",c rhe bookasI ",I",..yl.~l 10< couron in contenllnaly';., I ,apple"",,,,_lr••1rOO" ....."'h molb"ch CQu'lIe.I.llldau.efulI'rl=n<:er",followreuan:heninrna"communi· ,,"tionfkld,.p;.1;t;cal.cic,",c.andolhc,SO<';llandhehavionlsci"""". """,view In,his1>oסi:......beglllwithan ofthefieldof",IU.:ommun;· cuion "''''lreh. c"'pbllSi>.ingthe etrdiocipli.nes.Wethendevelop'fonnal definition ofcOIllen,anuyoi.,cuminin. itsterm.IninltOdllCC impor tllllprindpl..infllCIlSUr<:"'CIIl,dIll",,"Iy.i.,andinf.rence.Inc/lapler 3 (Ihi, ""Inmoj. we describe the Ilrf'" involved in duisning I iludy. •"..,Iudingwith...ric.ofGue'li"",th., provideIII>OdeIforconducl ".ge ingqo"",;..,i""co'''.nl ...Iysi,. Wl,h,lie oc' byIh.,.., introouc loryoh."'....inthen:mainlul'I.We••plo«ruut.hIl$ueoIng'dlng.ppropriateunit'ofIngtilebook;andourIIudenJ1who loughtu,themoll.bou'l.achingtonlenlan.ly.i,.Fin.lly.OUIdee,,",,' .ppreclatlongOCltoourf....iIi..whoof'enwonderw!le'hetwedo.ny_ lhlngbut.ootenl.n.ly." -DrJoltiRiff. -S'OpMO Uu:ty _F",t!uldrG. Fil:o 1 Introduction C"",iderlIIerichdi,...iryoffoe..ofl!IefollO'V;~.$Indies,allof,!>em ....mp...ofqUlntill.lh'.COOltnllnolysi.ICtO$S• r.,'~ad.""riod: • Inthelate 1940s.",..,mi'ler.euminedchillie;ntbein'ema,;"".1 polit;cal Iyllem by k>ol;ing ., 60 yem "reditorial. in five pres,;•• world ~'p.",,",. Lao.wen ...... found IwoCO""""""n' ''''00' in til< .ditori..b·langu••.........,n..,'ing joe,••'ingnati".....li.'" and growthof "",Ic,lriandoclnninall , .'po"I> of American society fmm the early 10 tile la,e 20lh century (Lelter.lSmilh. t990). • ......Iy~in&.probability Ampleof2.696U.s, new.paperonicles d.."" from. J'OP\llllionofitems identir>ed by ~l.,·.", key "<>rdl1rin&Fre<:dom~andOpe.... "o...n S"mn: • ASoulherndaily nftJKlblishcr.s,ungby.rili.i,m,,ho,hi. pope' wo. e1.esCd one: of!he lulllor< of'hi' Ic:<' to me..ure co,.....g.of gmen'ofthecommunilY. • UsingmlguineoniclescilNin~ Road"" G~ido1ohriodicnl Ute""u",. '....rehcn (Simmon, &; t"",,'Y. 1990) charoctori7"'d lho miftingpublicimageofinte'oltioOllllerroriili'y.~Sorp,ilingly,lahloidl'>OW.paper<(No'IMOII",!ui"" IndSlur) were"00'panicuJuly'inferior',omore're'ed. , Although,h.""'tudi",differinpurp<>ycd, ODd ""i.otitic rigor. they havechor"lCriud. vUlC1y ofapplication> P'».iblc: wlUl quo",;">!,,,,,"""'"n'"Mlyd•.• researchrnelhoddc:fincdinbrief.."t!Ie .y"erna6c...ignmentofcommuni.a';oncoo,ent toCI,.,orieloccord ;ng10",1e".lIdtileanalysi,ofrela'i"".hip.involving,boseClt.SOfie< ",iOIlSllli'tical IDetllod"M Usually,but1)0(.1"'"yl,CORle'"l/U.lysisillll<>!,·esdrawingI'qln'senlll till.umplellofCOOlen,.lJainingc«Ien10use till:nleg"" rulesdevel op«! '0 me.a.utt or .dkd 1llcollected;nI'1uanli,.,i",.""len<"".lY lrCIhocn",.oUy anllyzedto&$enbewhatare'YPiocllpan.msorcbaraclcri.cic$ortoiden_ tifyimporlonlrelationshipsamongtilceplUallyand~lic.1IY""",ndand.'"",Ii· ably opplied. the rese"",ber i""re..... the chance Ihal lbe 'Iud~ results ..ill bevalid(e.g..Iblltheo/l$erYedp.uemoaremeaningful). ThesuJellldefinitionjustJlf=ntMdeliberuelylock,lI1ymenti"" ofthe'pttifiegoalofthe....,_IIet.,iogqOWlIi"Ii""COnlenl....1y,i. (e.g.•lOleSl.hypothe,i,lboulinlernalio...1,...illr.volutionOr10de· ..ribe medii portrlyll ofmitIOriIi..), any 'pesi 60yea" ofimeml tionllalflin00tbebui,oflanSlLlseinnew.pape.edil"';':h.conclud· ingth.otlOuni.m i.beins used inthec.,tinSofmlnorilyc""rac,,,•• in Idverti.inS limed II children, or'u8llcstinS Ihal media ""nltibule 10 puhlie Ip.thy aboul ill problem. hy failinS 10 "USB"" c.u,.., effeP"lKh bar.edinempirical obsen'I';OOlnd mealnmncnl. Wha,lII., mcan.,~pic.IJyi,tho! the$<: ,escarchcn id""lify 'l"""iOM or problem< (eilh planationsaredi""lIdcd,andviabl."""••esledempiric.Hy.witb theo re,i.alconcept. "",..mu,ur'«!inCOfN:fCle,o!»ervllbleterIn•• If mcmbe", of ethni<: minersof,bo;ethnicminority.",onderrcprc.scnted in lhoseoocupa tionalgroup.'hatservemoreoften..,no....>OII=Ointilt"".....Eathof thoot inltrprtlltion, ore'pl.....tioo. ;""oIve. diffe,ent concepu thll canbe"optratiolUlliz.ed··intomeaS~"'menl pmced~rt" andeach.,.obe te.tedempirkanY.asrtotarchersdidinthecontenlanalyjC.highlighted previou.ly. l'utanoth.,....y.",planllion.for problem.or""e"i"".for ,uchre_ searellt..at.lOUgh'andderi.,cdlhmughdirec'andobjective_rva_ tion and me••urem.n, rather than through 0...·• ,.a"",ing. in,ui,ion, .hort. ,c faith, idwloa;y,orco""ictiOll. In tiIesr: rna.. communic.tion oearehera employ ...hat is "adilionally referre

Analyzing Media Messages: Using Quantitative Content Analysis in Research 2nd Edition (Lea Communication Series)

Similar Analyzing Media Messages: Using Quantitative Content Analysis in Research 2nd Edition (Lea Communication Series)