과학적 연구방법론으로써 내용분석의 적용에 대한 방법론적 고찰1996∼2011 종단연구A LONGITUDINAL ASSESSMENT OF PUBLISHED CONTENT ANALYSIS ARTICLES FROM 1996 TO 2011
- Other Titles
- A LONGITUDINAL ASSESSMENT OF PUBLISHED CONTENT ANALYSIS ARTICLES FROM 1996 TO 2011
- Authors
- 유진영; 웨이나 리
- Issue Date
- 2014
- Publisher
- 한국광고홍보학회
- Keywords
- 내용분석; 연구방법론; 종단연구; content analysis; methodology; longitudinal analysis
- Citation
- 광고연구, no.102, pp.72 - 114
- Journal Title
- 광고연구
- Number
- 102
- Start Page
- 72
- End Page
- 114
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/13460
- ISSN
- 1227-8181
- 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.
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