ABSTRACT
In this chapter, we introduce content analysis, a quantitative research method used to document and describe the features of communication content. We begin with a discussion of the types of communication content that can be studied using content analysis. Next, we discuss why researchers might select this method, particularly those researchers interested in working toward social justice. Coding, the process of applying definitions of concepts to a set of texts or messages in order to study the content, is described. Choosing units to observe and deciding how to gather a sample of communication content are topics discussed in the chapter, as well. Given the importance of ensuring that multiple coders largely agree on the ways to apply definitions of concepts to the content in a content analysis, considerable detail is given to the topic of intercoder reliability. We end the chapter with a discussion of computational social science approaches to studying communication content, in which computers and algorithms are applied to gather the sample and/or code the content. Alongside this discussion, we present a brief summary of key social justice issues related to the growing “datafication” of society, including those related to privacy, surveillance, inequality, and discrimination.
