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Content analysisTraditional approaches to content analysis have often involved attempts to measurebias in, for instance, election coverage or to study the negative representationof various ethnic groups as in the racist descriptions of ethnic minorities.The methods employed usually involved the ‘breaking up’ of texts so that frequencycounts could be made of specific words that were used or where theamount of newspaper coverage or air-time given to a specific issue could be calculated.Conclusions could then be drawn about the amount of time given todifferent candidates or the number of occasions on which certain pejorativewords were used about one side rather than another. The problem with such anapproach is that when texts are broken up in this way, the context in whichwords are used becomes blurred and their actual meaning and the manner inwhich they are being employed can be obscured. The ‘meaning’ of the measurementsthat are made tends to be added by the investigator. So, for example,if one candidate receives more media coverage than another in an election, itmight be concluded that this is beneficial. But supposing that coverage includedimages of the candidate falling over or mistakes being made when makingspeeches, then it becomes less clear which ‘box’ the coverage should be putinto. A much more sophisticated analysis is required of how meanings areestablished and how audiences receive and understand them
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