A Content Analysis Guide for Media Economics Scholars

The study of demand for media products requires an understanding of audience members' preferences, which are shaped by their taste for content. Despite the central role of content in understanding some aspects of media economics, media economics scholars sometimes apply content analysis in ways that are inconsistent with the generally accepted practices of the method. This article deals with some basic concepts underlying the method of content analysis to familiarize media economics scholars with the method. The adoption of accepted content analysis practices will yield better data and, in the long-run, help advance the understanding of media economics.