Abstract
This article provides a broad look at content analysis of mass media "texts". First, the idea of content analysis is defined and basic principles are explained. Then, history and theoretical foundation are addressed (Lazarsfeld, Lasswell), basic definitions and main methodological procedures are described (Berelson, Holsti), and examples provided (Gerbner). Strengths and weaknesses of content analysis are defined (Berger). Also, the possibilities of computer applications to support qualitative content analysis are briefly mentioned. At the end of this article a particular attention is given to new media "texts" - contemporary Internet applications. Also, a shift of media researchers' attention is emphasized - some lessons from cognitive psychology are described and a general tendency to take individual media consumption characteristics into account is addressed. The paper ends with an idea that content analysis technique evolves together with contemporary media "texts": each information technology (from print and bro- adcast, to interactive new media designs) provides a new set of challenges for media scholars.
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