"This is a sorely-needed book that gives an understandable introduction to one of the most important methods of communication research to students and scholars alike."

-Marshall Scott Poole, Texas A&M University

-William Evans, Georgia State University

The Content Analysis Guidebook provides readers:

• Numerous examples from across the social sciences
• Sidebars that describe innovative and wide-ranging content analysis projects, from both academia and commercial research
• Pedagogical tools in an easy to understand format

- Seeks to bridge the divide between scholarly work on critical aesthetics vs. audience expectations in relation to film and television studies. - Draws on a comprehensive and original data-set from a national survey that examined audience perceptions of film genres and television formats, associated viewing patterns, and the current usage of streaming and other newer moving image adjuncts. - Reflects on how the pandemic has impacted viewing patterns and genre and format expectations moving forward.

- Seeks to bridge the divide between scholarly work on critical aesthetics vs. audience expectations in relation to film and television studies. - Draws on a comprehensive and original data-set from a national survey that examined audience perceptions of film genres and television formats, associated viewing patterns, and the current usage of streaming and other newer moving image adjuncts. - Reflects on how the pandemic has impacted viewing patterns and genre and format expectations moving forward.

Content analysis is one of the most important but complex research methodologies in the social sciences. In this thoroughly updated Second Edition of The Content Analysis Guidebook, author Kimberly Neuendorf draws on examples from across numerous disciplines to clarify the complicated aspects of content analysis through step-by-step instruction and practical advice. Throughout the book, the author also describes a wide range of innovative content analysis projects from both academia and commercial research that provide readers with a deeper understanding of the research process and its many real-world applications.