Page 53 - Communication Cultural and Media Studies The Key Concepts

CONTENT ANALYSIS

Second, a sphere of activity has developed around consumerism in
order to protect consumer rights and to represent consumers within
the political process. The consumer protection movement plays a
significant part in democratic forums, providing a collective strategy
to ensure that entitlements are met and calling on government and
legal intervention where necessary (Braithwaite and Drahos, 2000;
Goggin, 2001).

See also: Deregulation, Privatisation, Regulation

CONTENT ANALYSIS

A social-science method of investigating mass-mediated texts with a
viewto making wider claims about the content of various media
channels. It is based on the concept of frequency, and involves
investigating the frequency of presence or absence of predetermined
categories. Concerned with the collection and interrogation of
statistical information, it aspires to objectivity. Recent practitioners,
however, have acknowledged the subjective element inherent in the
process, especially when creating dimensions for research (see Hansen
et al., 1998: 95). What remains central to content analysis is that the
method is undertaken systematically, is able to be replicated in other
contexts and may rely on a proprietary computer program such as
NU*Dist.
Casey et al. (2002: 41) argue that one of the advantages of content
analysis ‘is that it requires adherence to systematic rules and
procedures’. This includes precise definitions of research objectives,
objects of study and terms utilised in the project. In addition, the size
of sample must be significant for the desired outcome of the research.
Howto classify and code the results of analysis is often left to the
researchers themselves, but is usually defined by the scale and
objectives of the research.
It is important to begin content analysis with a clear account of
what is being looked for within what type of medium. The sample size
of research will often be determined by research objectives (and
budget). Undertaking preliminary or diagnostic research may involve a
small ‘pilot’ sample, whereas tracing a trend in content may involve a
larger sample, taken over a number of years, with full statistical
safeguards.
One of the problems inherent in content analysis is that the
classification of content is necessarily open to challenge. This is why

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