Content analysis is one of the most important but complex research methodologies in the social sciences. In this thoroughly updated Second Edition of The Content Analysis Guidebook, author Kimberly Neuendorf draws on examples from across numerous disciplines to clarify the complicated aspects of content analysis through step-by-step instruction and practical advice. Throughout the book, the author also describes a wide range of innovative content analysis projects from both academia and commercial research that provide readers with a deeper understanding of the research process and its many real-world applications.

Contexts
Contexts

The intent of this chapter is to provide capsule reviews of many of the main traditions of content analysis research. The summaries are intended to hit the highlights of common applications and major trends and to refer the reader to optimal resources for learning about the use of content analysis in a variety of contexts. The reader is reminded that certain other newer media contexts (e.g., video gaming) were summarized in Chapter 7.

The term context is used flexibly here. There are substantive contexts, such as the study of gender roles across communication forms—for example, in human interaction and in the media. There are medium-specific contexts, such as the emerging research on the nature of online social media (see Chapter 7) and the growing ...

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