• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Content Analysis
Content analysis

Content analysis is a quantitative research method that is used to describe the content of texts. These can be written, audio, visual or multimedia – for example, newspaper clippings, television broadcasts, radio broadcasts, advertisements, company reports or websites.

The origins can be traced to the Second World War during which Allied intelligence units monitored texts as diverse as enemy communications and the kinds of music played on popular radio to estimate changes in troop concentrations. The technique became popular in communications research after the war in an attempt to investigate the success of techniques of persuasion and propaganda. Following this, but particularly in the 1970s and 1980s, content analysis figured prominently in research into popular entertainment, particularly that relating to regulation of television, print ...

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