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(Download PDF) Analyzing Media Messages Using Quantitative Content Analysis in Research 4Th Edition Daniel Riffe Online Ebook All Chapter PDF
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Analyzing Media Messages
Daniel Riffe is Richard Cole Eminent Professor in Media and Journalism at UNC-
Chapel Hill and former editor of Journalism & Mass Communication Quarterly. His
research examines mass communication and environmental risk, political communi-
cation and public opinion, international news coverage, and research methodology.
Before joining UNC-Chapel Hill, he was Presidential Research Scholar in the Social
and Behavioral Sciences at Ohio University.
Stephen Lacy is Professor Emeritus at Michigan State University, where he studied con-
tent analysis and media managerial economics for more than 30 years in the School of
Journalism and Department of Communication. He has co-written or co-edited five
other books and served as co-editor of the Journal of Media Economics.
Frederick Fico is Professor Emeritus from the School of Journalism at Michigan State
University, where he studied and taught content analysis for more than 30 years. His
research specialties are news coverage of conflict, including elections, and how report-
ers use sources, particularly women and minorities. His research explores the implica-
tions of empirical findings for values of fairness, balance, and diversity in reporting.
Routledge Communication Series
Jennings Bryant/Dolf Zillmann, Series Editors
Typeset in Sabon
by Swales & Willis Ltd, Exeter, Devon, UK
Daniel Riffe:
For Florence, Ted, Eliza, Bridget, Brynne, and Hank
Stephen Lacy:
For I. P. Byrom, N. P. Davis, and A. G. Smith
Brendan R. Watson:
For Joan and Maroun
Fred Fico:
For Beverly, Benjamin, and Faith
Contents
Preface viii
1 Introduction 1
4 Measurement 47
5 Sampling 71
6 Reliability 98
7 Validity 132
—Daniel Riffe
—Stephen Lacy
—Brendan R. Watson
—Frederick Fico
1 Introduction
Communication Research
Whereas some scholars approach communication messages from per-
spectives associated with the humanities (e.g., as literature or art), many
others employ a social science approach based on empirical observation
and measurement. Typically, that means that these researchers identify
questions or problems (either derived from the scholarly literature or
occurring in professional practice), identify concepts that “in theory”
may be involved, and propose possible explanations or relationships
among concepts. Implausible explanations are discarded, and viable ones
tested empirically, with theoretical concepts now measured in concrete,
observable terms.
If members of an ethnic minority, for example, believe that they are
underrepresented in news content (in terms of their census numbers),
a researcher may propose that racism is at work or that minorities are
underrepresented among occupational groups that serve more often as
news sources. Each of these propositions involves different concepts to be
“operationalized” into measurement procedures and each can be tested
empirically. Similarly, if researchers want to address how social media
help achieve concerted action during a crisis such as the 2011 Arab Spring,
operational procedures can be developed and used to collect data on social
media content, which can be compared with data for official media.
Put another way, explanations for problems or questions for such
researchers are sought and derived through direct and objective observa-
tion and measurement rather than through one’s reasoning, intuition,
faith, ideology, or conviction. In short, these communication researchers
employ what is traditionally referred to as the scientific method. The
centuries-old distinction between idealism (an approach that argues that
the mind and its ideas are “the ultimate source and criteria of knowl-
edge”) and empiricism (an approach that argues that observation and
experimentation yield knowledge) continues to hold the attention of
those interested in epistemology or the study of knowledge (Vogt, 2005,
pp. 105–106, 149). Content analysis assumes an empirical approach, a
point made more emphatically in later chapters.
Another important distinction involves reductionism and holism.
Much of communication social science adheres implicitly to a reduction-
ist view—i.e., that understanding comes through reducing a phenomenon
Introduction 5
to smaller, more basic, individual parts (Vogt, 2005, p. 267)—rather
than holism, an assumption that wholes can be more than or different
from the sum of their individual parts (Vogt, 2005, p. 145). From a holis-
tic perspective, the whole “is literally seen as greater than the sum of its
parts” (McLeod & Tichenor, 2003, p. 105). For example, collectivities
such as communities have properties or characteristics that are more than
the aggregate of individuals within them. Although the reductionism–
holism debate most often involves the place of individuals in larger social
systems, it might as easily address the distinction between individual
communication messages or message parts, and “the media,” news, and
entertainment as institutions.
Powerful Effects?
One particularly important and durable communication research per-
spective reflects a behavioral science orientation that grew out of early
20th-century theories that animal and human behaviors could be seen
as stimulus-response complexes. Some communication researchers have
viewed communication messages and their assumed effects from this
same perspective.
Researchers interested in these effects typically have adopted exper-
imental methods for testing hypotheses. Participants were assigned to
different groups; some were exposed to a stimulus within a treat-
ment (a message), whereas others were not (the control participants).
Under tightly controlled conditions, subsequent differences in what
was measured (e.g., attitudes about an issue, or perhaps purchasing
or other behavioral intention) could be attributed to the exposure–
non-exposure difference.
Meanwhile, for most of the first half of the 20th century, there existed
a widespread assumption—among scientists and the public—that stimuli
6 Introduction
such as mass persuasive messages could elicit powerful responses, even
outside the experimental laboratory. Why?
Propaganda, as seen during the world wars, was new and frighten-
ing (Lasswell, 1927; Shils & Janowitz, 1948). Reinforcement came in
the form of a 10-volume summary of 13 Payne Fund Studies conducted
from 1929 to 1932 that showed movies’ power “to bring new ideas to
children; to influence their attitudes; stimulate their emotions; present
moral standards different from those of many adults; disturb sleep; and
influence interpretations of the world and day-to-day conduct” (Lowery
& DeFleur, 1995, p. 51).
Anecdotal evidence of the impact in Europe of communist or Nazi
oratory or, in America, the radio demagoguery of Father Charles E.
Coughlin (Stegner, 1949) heightened concern over mass messages and
collective behavior. Broadcast media demonstrated a capacity for capti-
vating, mesmerizing, and holding people in rapt attention and for inciting
collective panic (Cantril, Gaudet, & Hertzog, 1940). With the rise of
commercial advertising and public relations agencies, carefully organized
persuasive campaigns used messages that were constructed to make peo-
ple do what a communicator wanted (Emery, Emery, & Roberts, 2000;
McLeod et al., 2009). Communication media were increasingly able to
leapfrog official national boundaries and were believed capable of under-
mining national goals (Altschull, 1995).
These assumptions about powerful media effects were consistent
with the early 20th-century behaviorist tradition and contributed to
early models or theories of communication effects that used metaphors
such as hypodermic needle or bullet. In the language of the latter, all
one had to do was shoot a persuasive message (a bullet) at the help-
less and homogeneous mass audience, and the communicator’s desired
effects would occur. Data generated in experimental studies of messages
and their effects were interpreted as supporting these assumptions of
powerful effects.
Of course, the assumption that audience members were uniformly
helpless and passive was a major one. Methodologists warned of the arti-
ficiality of controlled and contrived conditions in laboratory settings and
cautioned that experimental attitude-change findings lacked real-world
generalizability (Hovland, 1959). Still others suggested that scientists’
emphasis on understanding how to best do things to the audience was
inappropriate; Bauer (1964) questioned the “moral asymmetry” (p. 322)
of such a view of the public.
Nonetheless, content analysis found a home within the powerful effects
perspective because of the implicit causal role for communication content
described in the models, tested in the experiments, and ascribed—by the
public as well as scientists and policymakers—to content, whether it was
propaganda, popular comics or films, pornography, political promises,
or persuasive advertisements.
18 Introduction
what Wrightsman (1981) called the “golden age” of personal documents
as data in analyzing personality.
In the 1980s, psychologists used content analysis of verbatim expla-
nations (CAVE) in examining individuals’ speaking and writing to see if
they describe themselves as victims and blame others or other forces for
events. Earlier research used questionnaires to elicit these causal expla-
nations, but questionnaires have limited use if potential participants are
“famous, dead, uninterested, hostile, or otherwise unavailable” (Zullow,
Oettingen, Peterson, & Seligman, 1988, p. 674). However, researchers
can use explanations recorded in “interviews, letters, diaries, journals,
school essays, and newspaper stories, in short, in almost all verbal mate-
rial that people leave behind” (Zullow et al., 1988, p. 674). Zullow et al.
examined President Lyndon Johnson’s Vietnam War press conferences.
Whenever Johnson offered optimistic causal explanations, bold and risky
military action followed. Pessimistic explanations predicted passivity on
Johnson’s part. Analysis of presidential nomination acceptance speeches
between 1948 and 1984 showed that nominees who were “pessimisti-
cally ruminative” (dwelling on the negative) in causal explanations lost
nine of ten elections.
Content analysis has been used to examine evolution of academic dis-
ciplines. An economic historian (Whaples, 1991) collected data on two
dozen content and authorship variables for every article in the first 50
volumes of the Journal of Economic History, examining how researchers’
focus shifted from one era to another and isolating a particular paradigm
change—cliometrics—that swept the profession in the 1960s and 1970s.
Sociologists (McLoughlin & Noe, 1988) analyzed 26 years (936
issues and more than 11,000 articles) of Harper’s, Atlantic Monthly,
and Reader’s Digest to examine coverage of leisure and recreational
activities within a context of changing lifestyles, levels of affluence, and
orientation to work and play. Pratt and Pratt (1995) examined food,
beverage, and nutrition advertisements in leading consumer magazines
with primarily African-American and non-African-American reader-
ships to gain “insights into differences in food choices” (p. 12) related
to racial differences in obesity rates and “alcohol-related physiologic
diseases” (p. 16).
A political scientist (Moen, 1990) explored Ronald Reagan’s “rhe-
torical support” for social issues embraced by the “Christian Right” by
categorizing words used in each of his seven State of the Union mes-
sages. Moen justified use of content analysis on familiar grounds: content
analysis is non-reactive (i.e., the person being studied is not aware he or
she is being studied), allows “access” to inaccessible participants (such as
presidents), and lends itself to longitudinal— over time—studies.
Systematic content analysis has been used in the humanities. Simonton
(1994) used computerized content analysis to contrast the style of the (con-
sensually defined) popular and more obscure of Shakespeare’s 154 sonnets
Another random document with
no related content on Scribd:
lot set apart for the purpose on the southern extremity of his
premises. This log schoolhouse stood about thirty years, and
beside Joshua Foulke, we had for teachers William Coggins,
Hannah Foulke, Benjamin Albertson, Hugh Foulke (my
brother), John Chamberlain, Christian Dull, Daniel Price, and
Samuel Jones. I have probably not named all or given them in
the order in which they came.[489]
which would favor still further the idea that any school held there at
that time was perhaps in the meeting house.
The earliest mention made of Horsham Meeting [Sidenote:
is that in the Abington Minutes of 1777, stating: Horsham]
After this there was no report for nearly two [Sidenote: Each
years, when the meeting, taking cognizance of the particular meeting
fact, urged all the preparatives to appoint individual to name its own
committee]
committees of their own to attend to school affairs.
In 1787 the committee of the monthly meeting [Sidenote: Three
made report that within the compass of the monthly schools in the
preparatives]
meeting there were three schools under the care of
the preparative meetings, in all of which the masters were members
of the society of Friends.[502]
The value of the organization of meetings for [Sidenote: Value
getting something accomplished can hardly be of the
overestimated. The directing power of the quarterly organization cited]
meeting must have often been the cause which
produced a conscious activity in the lower meetings. The quarterly
meetings were at all times feeling the educational pulse of their
constituents and making suggestions, requiring reports, etc., which
did not fail to keep up the local interest. The quarterly meeting at
Abington in 1792 made the following suggestions:
SUMMARY
The schools in the limits of Abington, Gwynedd, [Sidenote: The
Horsham, Warrington, and Westland meetings are meetings]
discussed in this chapter.
Probably the first schoolmaster at Abington, who [Sidenote:
was connected with a regularly established school, Abington]
was Jacob Taylor. Land for the meeting and school
uses was deeded by John Barnes in 1696, and a meeting house
built by 1700. Assistance was also afforded by a legacy granted by
William Carter for educating poor children. Such funds were in
charge of, and expended by, trustees appointed for that purpose.
Fox’s and Crisp’s Primers are mentioned for use in the schools.
Mention is made of a schoolhouse near [Sidenote:
Gwynedd in 1721, but no records of the school are Gwynedd]
discovered. Marmaduke Pardo, an experienced
teacher, came to Gwynedd from Wales, and being [Sidenote:
Morristown
well recommended as such, it is likely that he was schoolhouse
employed in school teaching; but nothing explicit to mentioned]
that effect is found. Late in the century Joseph [Sidenote: Three
Foulke states he attended school in Gwynedd. A regular schools]
schoolhouse at Morristown is mentioned in 1766.
Committees on schools and funds followed the procedure noticed in
other meetings. School land, schoolhouse funds, and a house for a
master were provided in Montgomery township in 1793. Another
school in the compass of Plymouth is mentioned, and another one,
“adjoining the meeting house at Plymouth.” Other temporary schools,
used under varying circumstances, are said to be maintained.
Merion and the Valley do not appear to have met the yearly
meeting’s requirements in any way.
No explicit mention is made of a school at [Sidenote:
Horsham in the early minutes, but the Horsham]
advertisement for a teacher in 1753 indicates they
were supplied with a school. A report of Horsham Preparative in
1729 mentions four schools, kept “nearly agreeable to direction.” In
1783 a list of rules was adopted for their government. Each
preparative meeting was directed in 1787 to have its own committee
on schools.
Judging from the minutes of their transactions, [Sidenote:
the schools of Warrington and Westland meetings Warrington
seem to have been organized and carried on in a Westland]
very desultory fashion. Those at York and [Sidenote:
Warrington were the best situated. There were Probably twelve
probably as many as twelve regularly established regularly
established
schools in the above meetings by the end of the schools]
century.
CHAPTER VII
SCHOOLS OF CHESTER COUNTY
The answer to the fifth query of the same year likewise informs us
that care has been taken in the education of the poor children, and
Friends’ children “are generally placed among Friends.”[538]
The request for the appointment of a new [Sidenote: New
committee on schools, made by the old committee, school committee
does not seem to have received consideration till appointed]
1788. In the meantime we must assume that the
old committee continued to serve, since occasional reports were
sent in. The men appointed on the new committee were: Jacob
Greave, Samuel Nichols, Amos Harvey, Samuel Harlan, Moses
Pennock, Robert Lambourn, Jr., Christopher Hollingsworth, John
Way, and William Phillips, Jr.[539] In 1790 the monthly meeting
ordered a special committee to recommend a deeper educational
concern to the particular meetings.[540]
The desired results, in the shape of a more perfected organization
and permanent foundation to be provided for schools, did not come
until about 1792 and thereafter. In that year, the committee reported
its past activity in respect to schools established, and made certain
valuable suggestions to guide future action, as the following extract
witnesses:
The committee, appointed at last meeting, [Sidenote: Ground
report: We, the committee appointed by the purchased]
monthly meeting at the request of Kennett
[Sidenote: Rules
Preparative Meeting, respecting the adopted for the
establishment of schools within the verge school]
thereof, agree to report, we have attended
thereto, and find they have purchased a piece of ground, with
the approbation of the committee of this meeting, of Abraham
Taylor, about two miles and a half westernly from Kennett
Meeting House, adjoining the public road, leading to
Nottingham, and obtained his conveyance to Jacob Pierce,
Samuel Pennock, Townsend Lambourn, Thomas Pierce,
William Parker, and David Pierce, trustees for the same,
meted and bounded as mentioned in the said conveyance
and recorded ... and as it appears to us necessary in order for
a fixed object whereon to lay a foundation for establishing a
fund agreeable to the Yearly Meeting, that the monthly
meeting should appoint some Friends as trustees to have the
care of the said school, and that it should have a name to be
distinguished by; we therefore propose it to be called by the
name “Number One,” within the verge of Kennett Preparative
Meeting. We have likewise agreed on some general rules to
be observed by the scholars of the said school. Signed by
Caleb Pierce, Wm. Lambourn, Caleb Kirk, and Jonathan
Greave. 12-24-1790.