Media Analysis

  • Lee Harvey
  • Morag MacDonald


In this chapter we will be looking at some of the ways in which the mass media can be examined. The study of the mass media, as we suggested in Chapter 1, provides a useful starting point for doing sociology, for three reasons. First, the mass media are something we all know about and make use of. Just about everybody watches television, listens to the radio, reads newspapers, magazines or comics and is bombarded by advertising messages. In short, the mass media provide us with a readily accessible source of material for research purposes. Second, the study of the mass media involves a wide range of research techniques from social surveys, through observation to analysis of media content. Third, there are many different views about the mass media and about how they should be researched. Some social researchers think that it is important to study the effects of the mass media on the audience. An alternative approach considers the way that the audience makes use of the mass media. Some researchers consider how media messages are produced, while others look at the content of the messages.


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Further Reading

  1. Content analysis: Berelson, 1952; Greenberg, 1981; Holsti, 1969; Krippendorf, 1982; Lasswell and Leites, 1965; Mayntz et al., 1976.Google Scholar
  2. Semiology: Blonsky, 1985; Culler, 1983; Eco, 1981; Hawkes, 1977; Hodge and Kress, 1988; Innis, 1986; Snead and West, 1988.Google Scholar
  3. Gendersocialisation: Deem, 1978; Grabrucker, 1988; Johnson, 1992; McRobbie and McCabe, 1981; Stanworth, 1980; The National Lesbian and Gay Survey, 1992; Weiner, 1985; Weitzman, 1974.Google Scholar
  4. General socialisation theory: Boden, 1978; Mead, 1934; Parsons et al., 1955; Silverman, 1981; Sulloway, 1980.Google Scholar
  5. Mass media theory: Glover, 1985; Hall, 1973; Livingstone, 1990; McQuail, 1983; Richards et al., 1986; Trowler, 1988.Google Scholar
  6. Mass media studies: Ang, 1985; Barrat, 1986; Elliott, 1972; Fiske and Hartley, 1978; Gerbner et al., 1986; Glasgow Media Group, 1982; Goldman, 1992; Gunter and Wober, 1988; Gunter and McAleer, 1990; Hobson, 1982; Hodge and Tripp, 1986; Jensen and Jankowski, 1991; Lull, 1990; Molotch and Lester, 1974; Moore-Gilbert and Seed, 1992; Morley, 1980; Schlesinger, 1978; Troyna, 1981; Twitchin, 1990; Van Dijk, 1991; Wartella et al., 1983; Weitzman, 1974; Williamson, 1978.Google Scholar
  7. Stereotyping, myth and ideology: Barthes, 1974; Hall et al., 1980.Google Scholar
  8. Violence against women: Dunhill, 1989; London RCC, 1984; Radford and Russell, 1992; Smart and Smart, 1978; Soothill and Walby, 1991; Toner 1982; Walby et al., 1983.Google Scholar

Copyright information

© Lee Harvey and Morag MacDonald 1993

Authors and Affiliations

  • Lee Harvey
  • Morag MacDonald

There are no affiliations available

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