ABSTRACT
Content analysis is a research method used to analyze content in a variety of formats (e.g., books, newspapers, television, internet) to understand patterns of messages. Sometimes content analysis research is conducted to describe or compare messages without the immediate goal of implying media effects (Riffe, Lacy, & Fico, 1998). In many studies, though, it is assumed that messages being analyzed hold implications for audience effects. In some cases, the expectation of effects comes from existing empirical evidence that documents the audience response, while in others, the expectation is derived from theoretical perspectives. Of course, some studies are informed by both existing research and theory.
