Linking Media Content to Media Effects
The RAND Television and Adolescent Sexuality Study
Published in: Media Messages and Public Health: A Decisions Approach to Content Analysis / edited by Amy B. Jordan, Dale Kunkel, Jennifer Manganello, Martin Fishbein (New York, NY: Routledge, 2008), p. 154-172
Posted on RAND.org on December 31, 2007
The purpose of this chapter is to illustrate a method that is useful for demonstrating how to effectively combine survey data and content analysis to estimate exposure to media content and to test for exposure effects. Discuss challenges posed by this approach, identify options for dealing with these challenges, and suggest methods of choosing among these options. The chapter uses the extended example of the RAND Television and Adolescent Sexual study (TAS) to discuss how one study applied this method and dealt with the issues it raises.