Katherine J. Hall, MC¹, Janice Camp, MSN, MSPH¹, and Sharon L. Morris². (1) Department of Environmental and Occupational Health Sciences, University of Washington, Box 354695, Seattle, WA 98195, 206-685-6737, kjhall@u.washington.edu, (2) Department of Environmental & Occupational Health Sciences, University of Washington, Box 354695, Seattle, WA 98195

Content analysis is a well-established method of communication research, but it has rarely been used in public health. It provides a useful way to investigate the content of print media, broadcast media, and other documents such as archival records in a systematic, objective, and quantitative manner. Content analysis of general publications, such as newspapers or television news or entertainment programs, can give practitioners insight into public attitudes toward a health topic, and can help in designing an intervention. This method would enable public health researchers to broadly investigate changes in the public's thinking or approach to a problem. It is a way to mine publications for information on the attitudes of reluctant or resistant populations. It also allows comparisons over time. This paper describes the method, refers public health practitioners to resources they can use, and walks them through a simple content analysis exercise. It describes a project that used content analysis to gauge trade publication coverage of the enactment of Washington state's ergonomic rule, and proposes a content analysis exercise of newspaper coverage of another public health topic.

Learning Objectives: At the conclusion of the session, the participant will be able to

• Understand the basic concepts of content analysis.
• Find the resources necessary to design and implement such a study.
• Develop a content analysis coding sheet for publication coverage of the risks and benefits of childhood immunizations in the U.S.

Keywords: Communication, Research

Related Web page: students.washington.edu/kjhall/safety+health/content_anal.html

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.