과학적 연구방법론으로써 내용분석의 적용에 대한 방법론적 고찰1996∼2011 종단연구

Abstract

Although content analysis has become widely used for evaluating variouscommunication forms, there has been limited number of studies that closelyinvestigated content analysis as a research method. This article examines how thetrend of using content analysis as a methodology has changed during the past sixteenyears (1996-2011). 302 published content analysis articles from 12 major journals inthe fields of mass communication, advertising, and marketing were analyzed in termsof the frequency, topic area, objectivity, systemization, sampling, reliability, mediaused for data collection, and content focus. Findings of this study demonstrates that(1) while the use of content analysis has decreased, its role as a complementaryresearch method increased in line with the research trend of using multi-method andmulti-study; (2) the methodological rigor in applying content analysis has improvedalthough more improvements needs to be made; and (3) there are disciplinarydifferences in employing content analysis.