Skip to main content

Using Content Analysis to Measure Media Reputation

Case
By: Published: 2019 | Product: SAGE Research Methods Cases Part 2
+- LessMore information
Search form
No results
Not Found
Download Case PDF

Abstract

This case study introduces how content analysis was applied in a media reputation research project. This project explored how to analyze newspaper articles and create a composite measure of media reputation, which is the overall evaluation of media coverage of a corporation. Content analysis is the most appropriate method for this research project because it can generate the data of media visibility, media favorability, and recency, which are three variables that are used to create a composite measure of media reputation. This case study reports details of how content analysis was used, including news sample selection, coding sheet and codebook design, and inter-coder reliability test. It also discusses the advantages and disadvantages of human-coding method compared with computer-aided text analysis.

Looks like you do not have access to this content.

Copy and paste the following HTML into your website