Analyzing Media Messages

Daniel Riffe is Richard Cole Eminent Professor in Media and Journalism at UNC-Chapel Hill and former editor of Journalism & Mass Communication Quarterly. His research examines mass communication and environmental risk, political communication and public opinion, international news coverage, 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 Professor Emeritus at Michigan State University, where he studied content analysis and media managerial economics for more than 30 years in the School of Journalism and Department of Communication. He has co-written or co-edited five other books and served as co-editor of the Journal of Media Economics. Brendan R. Watson is an Assistant Professor of Journalism Innovations at Michigan State University. His research examines the role of public affairs news/information in helping communities cope with social upheaval due to the increasing urbanization, globalization, and pluralism of postindustrial society. He also studies research methodology. He has taught graduate seminars in content analysis at MSU and the University of Minnesota, where he was previously on the faculty. He holds a Ph.D. in Mass Communication from the University of North Carolina at Chapel Hill. Frederick Fico is Professor Emeritus from the School of Journalism at Michigan State University, where he studied and taught content analysis for more than 30 years. His research specialties are news coverage of conflict, including elections, and how reporters use sources, particularly women and minorities. His research explores the implications of empirical findings for values of fairness, balance, and diversity in reporting.

1 Introduction

2 Defining Content Analysis as a Social Science Tool

3 Computers and Content Analysis

4 Measurement

5 Sampling

6 Reliability

7 Validity

8 Designing a Content Analysis

9 Data Analysis