Analyzing Media Messages is a primer for learning the technique of systematic, quantitative analysis of communication content. Rich with examples of recent and classic applications, it provides solutions to problems encountered in conducting content analysis, and it is written so that students can readily understand and apply the techniques.
This thoroughly revised third edition includes current and engaging examples for today's students, in addition to a number of historically important cases. It emphasizes communication of visual imagery and studies of advertising content. Resources on the book's companion website provide additional materials for students and instructors, including existing protocols, web links, and a bibliography of content analysis methods articles.
This volume is intended for use as a primary text for content analysis coursework, or as a supplemental text in research methods courses. It is also an indispensable reference for researchers in mass media fields, political science, and other social and behavioral sciences.
Daniel Riffe? is Richard Cole Eminent Professor in Journalism and Mass Communication at UNC-Chapel Hill and editor of Journalism & Mass Communication Quarterly. His research examines mass communication and environmental risk, political communication, and research methodology. Before joining UNC-Chapel Hill, he was Presidential Research Scholar in the Social and Behavioral Sciences at Ohio University. Stephen Lacy? is a professor in the Michigan State University School of Journalism, where he has worked since 1985. He has co-edited two other books and served as co-editor of the Journal of Media Economics.? Frederick G. Fico has been a faculty member in the Michigan State University School of Journalism since 1982. He is a specialist in content analysis, and his research specialty is news coverage of conflict, including elections, and how reporters use sources, particularly women and minorities. His research explores the implications of empirical findings for the values of fairness, balance and diversity in reporting.
1. Introduction 2. Defining Content Analysis as a Social Science Tool 3. Designing Content Analysis 4. Measurement 5. Sampling 6. Reliability 7. Validity 8. Data Analysis 9. Computers