- De Gruyter
- Publication Type:
- Mediated Communication, 2018, pp. 191 - 212
- Issue Date:
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Because of the central role mass media and, more recently, social media play in contemporary literate societies, and particularly because of intensive interest in and often concern about the effects of media content on awareness, attitudes, and behaviour among media consumers, analysis of media content has become a widely-used research method among media and communication scholars and practitioners as well as sociologists, political scientists, and critical scholars. This chapter examines the history, uses and methods of media content analysis, including qualitative as well as quantitative approaches that draw on the techniques of textual, narrative and semiotic analysis; explains key steps such as sampling and coding; and discusses the benefits of conducting media content analysis.
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