Content Analysis: (a) A Message-Centric Technique, and (b) An Integrative Approach

Content Analysis:(a) A Message-Centric

Technique, and (b) An Integrative Approach

Kimberly A. Neuendorf, Ph.D.Cleveland State University

Fall 2011

The Basic Communication Model

Content Analysis: A Focus on Message Characteristics

SOURCE MESSAGE RECEIVER



Studies of Sources:-Surveys-Qualitative studies of sources




(Receiver) Effects Studies:

-Surveys-Experiments-Qualitative effects studies




Message Studies:-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)





Content Analyses-Descriptive

-Univariate-Bivariate

Bivariate Descriptive Content Analysis Findings

From: Taylor & Taylor, 1994



Content Analyses-Descriptive-Inferential to source or receiver



Content Analyses-Descriptive-Inferential to source or receiver

Direct Inference without backing is unwarranted!



Content Analyses-Descriptive-Inferential-Psychometric: Clinical or Thematic (Inference to source

characteristics can be made only after substantial, repeated validations)

Psychometric Content Analysis Clinical Content Analysis

e.g., Gottschalk & Gleser (1969) scales (eventually incorporated into PCAD CATA program)

Psychometric Content Analysis Thematic Content Analysis

e.g., Thematic Apperception Test (TAT; McClelland, 1984)



Content Analyses-Descriptive-Inferential-Psychometric-Predictive (data based)

Finkel, S. E., & Geer, J. G. (1998). A spot check: Casting doubt on the demobilizing effect of attack advertising. American Journal of Political Science, 42, 573-595.

Naccarato, J. L., & Neuendorf, K. A. (1998). Content analysis as a predictive methodology: Recall, readership, and evaluations of business-to-business print advertising. Journal of Advertising Research, 38(3), 19-33.


Studies of Sources:

-Surveys-Qualitative studies of sources

Message Studies:

-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)



An Integrative Model of Content Analysis:

Linking Content Analysis to Source or Receiver Data or

Findings


Studies of Sources:


Message Studies:




An Integrative Model of Content Analysis:

Linking Content Analysis to Source or Receiver Data or

Findings

An Integrative Model of Content Analysis: Logical Linking


ExperimentsBandura, tests of Social Cognitive

Theory




Theory

Informs



Content AnalysisJohnson & Holmes, 2009, CA of romantic comedies


Theory

Informs

Johnson & Holmes (2009) conclude: “With the media viewed as a major source of information for

adolescents on issues they know little about (e.g., Bachen & Illouz, 1996), it is important to identify what information such media might be providing. From a social-cognitive theory perspective (Bandura, 1986, 1994), adolescents using films of this nature as a means to obtain information on what behaviors are successful in initiating and maintaining a relationship may find information on the former, but little on the latter. Films appeared to depict relationships as progressing quickly into something emotionally meaningful and significant, but there was little shown to explain how or why this was the case. Adolescents using these films as a model on which to base their own behaviors, expecting that in doing so their relationships will progress in kind, are likely to be left disappointed. Likewise, from a cultivation theory perspective (Gerbner et al., 1994), adolescents coming to view these representations as norms are likely to be left with an inaccurate impression.” (p. 368)



Content AnalysisAtkin et al., BATF grant project on themes and appeals in alcohol advertising



SurveyAtkin et al., BATF studies


Motivates



SurveyAtkin et al., BATF studies


ExperimentsAtkin et al., 1983, series of experimental studies for BATF

Motivates And

An Integrative Model of Content Analysis: Data Linking


Content Analysis

McQuarrie & Phillips, 2008, CA of magazine ads

Survey

Commercial copy test data from WAPB (Which Ad Pulled Best), including Starch, Gallup & Robinson scores

Same 656 ads used

McQuarrie & Phillips (2008): The researchers studied magazine ads from between 1969

and 2002, using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. “Six aspects of ad style are examined: the proportion of space allotted to pictures, the amount of body copy used, inclusion of the brand name in the headline, incorporation of the brand into the picture, the layout of pictures and text, and the presence or absence of a stand-alone brand block. Using contemporaneous copy test data from the WAPB editions, we show that the style elements that became more common were those that had been more effective, and those that became less common were those elements that had proved less effective.” (p. 95)

An Integrative Model of Content Analysis: Data Linking


Survey

Gottschalk, Fronczek, & Buchsbaum, 1993, Study using physiological measures during one of three different states of consciousness (inc. REM and non-REM sleep)

Content Analysis

Gotttschalk et al., 1993, CA of verbal reports of dreams

Same participants


Studies of Sources:


Message Studies:




An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or

Findings LOGICAL LINKING


Studies of Sources:


Message Studies:




An Integrative Model of Content Analysis: Linking Content Analysis to Source or Receiver Data or

Findings DATA LINKING

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Content Analysis: (a) A Message-Centric Technique, and (b) An Integrative Approach