Content Analysis:(a) A Message-Centric
Technique, and (b) An Integrative Approach
Kimberly A. Neuendorf, Ph.D.Cleveland State University
Fall 2011
The Basic Communication Model
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Studies of Sources:-Surveys-Qualitative studies of sources
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Studies of Sources:-Surveys-Qualitative studies of sources
(Receiver) Effects Studies:
-Surveys-Experiments-Qualitative effects studies
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Studies of Sources:-Surveys-Qualitative studies of sources
Message Studies:-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)
(Receiver) Effects Studies:
-Surveys-Experiments-Qualitative effects studies
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Content Analyses-Descriptive
-Univariate-Bivariate
Bivariate Descriptive Content Analysis Findings
From: Taylor & Taylor, 1994
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Content Analyses-Descriptive-Inferential to source or receiver
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Content Analyses-Descriptive-Inferential to source or receiver
Direct Inference without backing is unwarranted!
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Content Analyses-Descriptive-Inferential-Psychometric: Clinical or Thematic (Inference to source
characteristics can be made only after substantial, repeated validations)
Psychometric Content Analysis Clinical Content Analysis
e.g., Gottschalk & Gleser (1969) scales (eventually incorporated into PCAD CATA program)
Psychometric Content Analysis Thematic Content Analysis
e.g., Thematic Apperception Test (TAT; McClelland, 1984)
Content Analysis: A Focus on Message Characteristics
SOURCE MESSAGE RECEIVER
Content Analyses-Descriptive-Inferential-Psychometric-Predictive (data based)
Finkel, S. E., & Geer, J. G. (1998). A spot check: Casting doubt on the demobilizing effect of attack advertising. American Journal of Political Science, 42, 573-595.
Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3), 19-33.
SOURCE MESSAGE RECEIVER
Studies of Sources:
-Surveys-Qualitative studies of sources
Message Studies:
-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)
(Receiver) Effects Studies:
-Surveys-Experiments-Qualitative effects studies
An Integrative Model of Content Analysis:
Linking Content Analysis to Source or Receiver Data or
Findings
SOURCE MESSAGE RECEIVER
Studies of Sources:
-Surveys-Qualitative studies of sources
Message Studies:
-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)
(Receiver) Effects Studies:
-Surveys-Experiments-Qualitative effects studies
An Integrative Model of Content Analysis:
Linking Content Analysis to Source or Receiver Data or
Findings
An Integrative Model of Content Analysis: Logical Linking
SOURCE MESSAGE RECEIVER
ExperimentsBandura, tests of Social Cognitive
Theory
An Integrative Model of Content Analysis: Logical Linking
SOURCE MESSAGE RECEIVER
ExperimentsBandura, tests of Social Cognitive
Theory
Informs
An Integrative Model of Content Analysis: Logical Linking
SOURCE MESSAGE RECEIVER
Content AnalysisJohnson & Holmes, 2009, CA of romantic comedies
ExperimentsBandura, tests of Social Cognitive
Theory
Informs
Johnson & Holmes (2009) conclude: “With the media viewed as a major source of information for
adolescents on issues they know little about (e.g., Bachen & Illouz, 1996), it is important to identify what information such media might be providing. From a social-cognitive theory perspective (Bandura, 1986, 1994), adolescents using films of this nature as a means to obtain information on what behaviors are successful in initiating and maintaining a relationship may find information on the former, but little on the latter. Films appeared to depict relationships as progressing quickly into something emotionally meaningful and significant, but there was little shown to explain how or why this was the case. Adolescents using these films as a model on which to base their own behaviors, expecting that in doing so their relationships will progress in kind, are likely to be left disappointed. Likewise, from a cultivation theory perspective (Gerbner et al., 1994), adolescents coming to view these representations as norms are likely to be left with an inaccurate impression.” (p. 368)
An Integrative Model of Content Analysis: Logical Linking
SOURCE MESSAGE RECEIVER
Content AnalysisAtkin et al., BATF grant project on themes and appeals in alcohol advertising
An Integrative Model of Content Analysis: Logical Linking
SOURCE MESSAGE RECEIVER
SurveyAtkin et al., BATF studies
Content AnalysisAtkin et al., BATF grant project on themes and appeals in alcohol advertising
Motivates
An Integrative Model of Content Analysis: Logical Linking
SOURCE MESSAGE RECEIVER
SurveyAtkin et al., BATF studies
Content AnalysisAtkin et al., BATF grant project on themes and appeals in alcohol advertising
ExperimentsAtkin et al., 1983, series of experimental studies for BATF
Motivates And
An Integrative Model of Content Analysis: Data Linking
SOURCE MESSAGE RECEIVER
Content Analysis
McQuarrie & Phillips, 2008, CA of magazine ads
Survey
Commercial copy test data from WAPB (Which Ad Pulled Best), including Starch, Gallup & Robinson scores
Same 656 ads used
McQuarrie & Phillips (2008): The researchers studied magazine ads from between 1969
and 2002, using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. “Six aspects of ad style are examined: the proportion of space allotted to pictures, the amount of body copy used, inclusion of the brand name in the headline, incorporation of the brand into the picture, the layout of pictures and text, and the presence or absence of a stand-alone brand block. Using contemporaneous copy test data from the WAPB editions, we show that the style elements that became more common were those that had been more effective, and those that became less common were those elements that had proved less effective.” (p. 95)
An Integrative Model of Content Analysis: Data Linking
SOURCE MESSAGE RECEIVER
Survey
Gottschalk, Fronczek, & Buchsbaum, 1993, Study using physiological measures during one of three different states of consciousness (inc. REM and non-REM sleep)
Content Analysis
Gotttschalk et al., 1993, CA of verbal reports of dreams
Same participants
SOURCE MESSAGE RECEIVER
Studies of Sources:
-Surveys-Qualitative studies of sources
Message Studies:
-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)
(Receiver) Effects Studies:
-Surveys-Experiments-Qualitative effects studies
An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or
Findings LOGICAL LINKING
SOURCE MESSAGE RECEIVER
Studies of Sources:
-Surveys-Qualitative studies of sources
Message Studies:
-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)
(Receiver) Effects Studies:
-Surveys-Experiments-Qualitative effects studies
An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or
Findings DATA LINKING
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