Content analysis is a widely applied research method in multiple disciplines in social science such as media studies, communication, psychology, marketing, and sociology. Content analysis [Page 741]can be applied to analyze the manifest meaning of content of various documents in an objective, systematic, and quantitative way. With the increasing access to various online media content, content analysis is gaining popularity in mass communication research in particular.
Intercoder reliability (also referred to as intercoder or interrater agreement) is an important methodological issue in content analysis. Intercoder reliability refers to the level of agreement among two or more independent coders when they use the same coding scheme to evaluate characteristics of communication messages or artifacts. Intercoder reliability has been used as a critical criterion to ...
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