Content analysis is considered both a quantitative and a qualitative research method. The overarching goal of much of the research using this method is to demonstrate and understand how crime, deviance, and social control are represented in the media and popular culture. Unlike surveys of public opinions about crime issues, which seek to know what people think or feel about crime, content analysis of media and popular culture aims to reveal a culture’s story about crime. Unlike research that examines how individuals’ patterns of media consumption shape their attitudes about crime and control, content analysis appraises the meaning and messages within the media sources themselves. Media and popular culture sources are viewed as repositories of cultural knowledge, which capture past and present ideas about crime, while creating and reinforcing a culture’s shared understanding about crime.
In content analysis, media and popular culture portrayals of crime issues are the primary sources of data. These portrayals include a range of sources, such as newspapers, movies, television programs, advertisements, comic books, novels, video games, and Internet content. Depending on their research questions, researchers draw samples from their selected sources, usually with additional selection boundaries, such as timeframe, genre, and topic (e.g., movies about gangs released from 1960 to 1990).
There are two primary approaches to conducting content analysis. In quantitative forms of content analysis, researchers code and count the occurrence of elements designated by the researcher prior to the study (e.g., the number of times a violent act occurs). In qualitative forms of content analysis, the researchers focus on the narrative, using an open-ended protocol to record information. The approaches are complementary, as each reveals unique yet overlapping concepts crucial to understanding how the media and popular culture produce and reproduce ideas about crime.