Content analysis across new media platforms: Methodological considerations for capturing media-rich data

Lisa B. Hurwitz*, Aubry L. Alvarez, Alexis R. Lauricella, Thomas H. Rousse, Heather Montague, Ellen Wartella

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

Content analyses sway policy by describing the prevalence of mass media messages and implying effects. However, content-based research focusing ondynamic new media products such as websites, mobile applications, and video games presents methodological challenges. Our team recently conducted a large-scale content analysis exploring food marketing to children across media platforms, in which we captured and analyzed a variety of media-rich content. We consulted multiple sources to form our sampling frame, employed a complex sampling technique to allow for generalization of findings, used screen-capture software to record our exploration of media products, analyzed data using video coding software, and created a custom scale to determine the target audience of certain media products. We believe the steps we have taken may provide valuable insights into aspiring content analysts interested in studying media-rich content and address challenges that have been plaguing content analysts for the past two decades.

Original languageEnglish (US)
Pages (from-to)532-548
Number of pages17
JournalNew Media and Society
Volume20
Issue number2
DOIs
StatePublished - Feb 1 2018

Keywords

  • Content analysis
  • coding
  • food marketing
  • new media
  • sampling

ASJC Scopus subject areas

  • Communication
  • Sociology and Political Science

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