In Defense of Content Analysis Methodology

Abstract

In this paper, we explore the methodological process and empirical outcomes of a large scale, computer-supported content analysis of consumer camera advertisements between 1980 and 2003. The study aims to address some of the criticisms of this methodology since Kassarjian (1977). In particular, we consider critical viewpoints (Kolbe and Burnett 1991; Weber 1985; Perreault and Leigh 1989), which suggest that researchers should attend to strengthening reliability of this methodology through their research design and empirical procedures. This study shows the different ways in which the overall research design contributed to achieving high inter-subjective agreement (Cohen's Kappa ratings) on a per category basis and describes the difficulties that arose. We also provide some empirical insights to how the social structures associated with consumer photography in the UK and the USA have changed over the past twenty-three years, particularly in light of the emergence of digital technology imaging. Based on this research, we offer some suggestions for advancing the use of this research method.