Quantitative content analysis collects data about media content such as topics or issues,
volume of mentions, ‘messages’ determined by key words in context (KWIC), circulation of
the media (audience reach) and frequency. Quantitative content analysis also should consider
media form (eg. visual media such as television use more sophisticated semiotic systems than
printed text and, thus, are generally regarded as having greater impact). Neuendorf (2002)
says: “What’s important is that both content and form characteristics ought to be considered
in every content analysis conducted. Form characteristics are often extremely important
mediators of the content elements” (p. 24).
While Neuendorf argues that media content analysis is quantitative only, Shoemaker and
Reese’s categorization of content analysis into humanist and behaviourist traditions indicates
that content analysis can be undertaken using both approaches. They say: “Behavioural
content analysis is not always or necessarily conducted using quantitative or numerical
techniques, but the two tend to go together. Similarly, humanistic content study naturally
gravitates towards qualitative analysis.” Shoemaker and Reese further note: “Reducing large
amounts of text to quantitative data … does not provide a complete picture of meaning and
contextual codes, since texts may contain many other forms of emphasis besides sheer
repetition”