Content analysis is one of the most important but complex research methodologies in the social sciences. In this thoroughly updated Second Edition of The Content Analysis Guidebook, author Kimberly Neuendorf draws on examples from across numerous disciplines to clarify the complicated aspects of content analysis through step-by-step instruction and practical advice. Throughout the book, the author also describes a wide range of innovative content analysis projects from both academia and commercial research that provide readers with a deeper understanding of the research process and its many real-world applications.

Defining Content Analysis

An Introduction

Content analysis is one of the most popular and rapidly expanding techniques for quantitative research. Advances in computer applications and in digital media have made the organized study of messages quicker and easier . . . but not automatically better. This book explores the current options for quantitative analyses of messages.

Content analysis may be briefly defined as the systematic, objective, quantitative analysis of message characteristics. It includes both human-coded analyses and computer-aided text analysis (CATA). Its applications can include the careful examination of face-to-face human interactions; the analysis of character portrayals in media venues ranging from novels to online videos; the computer-driven analysis of word usage in news media and political speeches, advertising, and blogs; the examination of interactive content ...

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