Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation.

Content Analysis: Newspaper Comics Pages

Content Analysis: Newspaper Comics Pages

Content analysis: Newspaper comics pages

Content analysis, as the term will be used here, is a research technique that is based on measuring the amount of something (violence, negative portrayals of women, or whatever) in a representative sampling of some mass-mediated popular art form, such as a newspaper comic strip. (One can also conduct content analyses of phenomena that are not mass-mediated, such as personal letters, telephone conversations, and classroom lectures.) As George V. Zito writes in Methodology and Meanings: Varieties of Sociological Inquiry (1975):

Content analysis may be defined as a methodology by which the researcher seeks to determine the manifest content of written, spoken, or published communications by systematic, objective, and quantitative analysis. … Since any written communication (and this ...

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