Qualitative content analysis in media research
Abstract: Content analysis plays increasingly important role in media research. Using content analysis techniques, researchers can explore, quantify and separate pieces of data by prominent concepts and then reorganize them in a meaningful order to describe and explain a phenomenon that requires an observational study. Although the practice of quantification remains an important goal in modern communication studies, researchers have begun to pay more attention to the goal of in-depth description of the meaning of the texts or the content of the messages in their relationship with the context in which they are created. Qualitative content analysis as such allows researchers to perform media content analysis at many different levels. This research focuses on qualitative content analysis in the field of journalism and communication.