Degree Name
MA (Master of Arts)
Program
Communication, Professional
Date of Award
12-2011
Committee Chair or Co-Chairs
Stephen W. Marshall
Committee Members
John M. King, Beichen Liang
Abstract
Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. Moreover, content analysis researchers had improved in reporting reliability and reliability coefficients. However, there was a low percentage of studies that reported specific reliability for each variable as well as the lowest acceptable level for the reliability coefficients.
Document Type
Thesis - unrestricted
Recommended Citation
Wang, Weize, "A Content Analysis of Reliability in Advertising Content Analysis Studies." (2011). Electronic Theses and Dissertations. Paper 1375. https://dc.etsu.edu/etd/1375
Copyright
Copyright by the authors.