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Using Content Analysis to Measure Media Reputation

By: Published: 2019 | Product: SAGE Research Methods Cases Part 2
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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.

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