Cover: Linking Media Content to Media Effects

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 2008

by Rebecca L. Collins, Marc N. Elliott, Angela Miu

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.

This report is part of the RAND external publication series. Many RAND studies are published in peer-reviewed scholarly journals, as chapters in commercial books, or as documents published by other organizations.

RAND is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.