Media content analysis
Media content analysis is defined as the deconstruction of media fragments with a tendency toward quantitative or qualitative investigation methods.
Quantitative investigation methods in Media Content Analysis indicate a much more structured and limited form of collecting information from media clips.
Qualitative methods include watching the clip and then unstructured open discussions on the topics and effects of the clip. Harold Lasswell established media content analysis in 1927 as a systematic method of studying mass media, originally for studying propaganda.
Media content analysis is considered an "exact" method of research if done well because it is based on hard facts, as opposed to Discourse analysis. Simply speaking, media content analysis is a hidden technique of analyzing interactions and supplies an insight into complex models of human mindset and language use [HistoryLearningSite].
Media content analysis is a subfield of content analysis, a well-established investigation methodology. Content analysis is applied for studying a wide range of ‘texts’ from transcripts of interviews and discussions in the clinical and social investigation to the narrative and form of movies, TV programs, and the editorial and advertising content of newspapers and magazines.
Media content analysis was becoming progressively popular as an investigation methodology in the 1920s and 1930s to investigate films' speedily extending communication content [SlideShare].
Neuendorf (2002) states that content analysis is “the basic message-centered methodology” and quotes researchers such as Riffe and Freitag (1997) and Yale and Gilly (1988), who “stated that in the area of mass communication investigation, content analysis has been the fastest-rising technique over the past 20 years or close to it”. Riffe and Freitag (1997) found that the number of content analyses published in Journalism & Mass Communication Quarterly grew from 6.3% of all articles in 1971 to 34.8% in 1995 – almost a six-fold growth. Fowler noted that by the mid-1980s, more than 84% of masters-level investigation methods courses in journalism in the US involved content analysis [Macnamara, p. 1].
⠀ Jim Macnamara. (2005). Media content analysis: Its uses; benefits and best practice methodology. Asia Pacific Public Relations Journal. 6. Australia, Geelong: Deakin University.
⠀ Media content analysis. SlideShare. Retrieved from: https://www.slideshare.net/lucksonmatsuro/content-analysis-media-48278160.