Slater Michael D
School of Communication, The Ohio State University.
Commun Methods Meas. 2013 Jun 1;7(2):85-93. doi: 10.1080/19312458.2013.789836.
Previous arguments that content analyses provide the descriptive foundation for media effects research (McLeod & Reeves, 1980) are extended to include that content analyses can provide a sound and useful foundation for programmatic research by individual communication scientists. I discuss examples from my own work and from that of colleagues in communication and related disciplines. Use of messages sampled and coded in a content analysis in combination with survey data sets or as stimuli in experiments are highlighted. The particular potential for employing larger numbers of randomly sampled messages in experimental designs, and, with use of appropriate statistical methods, being able to generalize to populations of messages, is described.
先前关于内容分析为媒介效果研究提供描述性基础的观点（麦克劳德和里夫斯，1980）得到了扩展，以包括内容分析可为个体传播科学家的系统性研究提供坚实且有用的基础。我将讨论来自我自己的研究以及传播学和相关学科同事研究中的例子。重点强调了在内容分析中抽样和编码的信息与调查数据集相结合或在实验中用作刺激因素的情况。文中描述了在实验设计中使用大量随机抽样信息的特殊潜力，以及通过使用适当的统计方法能够推广到信息总体的情况。
