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By the time of the publication of the first general textbook in content
analysis in 1952 (Berelson’s Content Analysis in Communication
Research), the basic ingredients of the new methodology had all
been worked out. And so had the rhetorical format of introducing the
technique through a list of definitions by various authors – we will find
that same format in later textbooks from Holsti to Krippendorff, and in
various accounts of the development of content analysis from Shapiro
and Markoff to Franzosi.1
Sticking to this format, the following early definitions2
leave no doubt about the quantitative nature of the technique:
“[the method of] quantitative content analysis … consists of tabulating the occurrences of content units …”
“Content analysis … attempts to characterize the meanings in a
given body of discourse in a systematic and quantitative fashion.
Content analysis is the statisticalsemantics of political discourse. …
Content analysis aims at statistical formulations, directed toward
empirical problems … its statistical character [is] one of its most
distinctive attributes.”
“A distinguishing characteristic of content analysis … is its quantitative aspect.”
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