Q-ANALYSIS TECHNIQUES FOR STUDYING COMMUNICATION CONTENT

Q-analysis has proven a useful research methodology in a number of soc ial science research areas for exploration of structures in human and social phenomena. Unrelated to either Q-mode factor analysis or the e- sort technique, e-analysis combines an anti-reductionist ethos with al gebraic description. This paper addresses e-analysis's potential contr ibution to content analysis of print communication. Twenty-seven news stories covering the ''drug war'' from the New York Times are analyzed to illustrate the e-analysis approach and conceptual comparisons with traditional content analysis methodology are drawn. Advantages and di sadvantages are evaluated. The report concludes that e-analysis is a p romising approach to content research that makes possible the mathemat ical expression of content properties beyond the reach of traditional content analysis methods.