Content Analysis Code Book
Read the entire article first. Then scan the article for applicable information to be coded.
Sample Article Period Code (circle one): A (March 1-3) B (March 23-25) C (April 9-11)
This code letter allows the researchers to separate each sample article into the appropriate window of observation. It will allow them to identify distinct trends within the analysis.
Sample Article Letter Code (circle one): A (United States) B (Europe) C (Middle East)
This code letter is the same code letter from question 2. This code allows the researchers to track trends within each region of coverage.
Sample Article Number Code (n of N in articles reviewed in respective categories): ___/____
If the researcher has 25 articles from March 1-3 from the U.S. and the article being coded is the fourth one, the number entered would be 4/25.
The remaining items are self explanatory.
Publication name: __________________________________________________________________
Article headline: ___________________________________________________________________
Byline: ______________________________________ Article Date: ________________________
Website: ________________________________________________________________________
Coder name/date: ____________________ Reviewer name/date: ________________________________________________________________________
1. If the newspaper article is datelined in the United States, then circle “A.” If the newspaper article is datelined in Europe, then circle “B.” If the newspaper article is datelined in the Middle East, then circle C. This question allows the researchers to categorize the region of originating coverage.
2. If the newspaper is published in the U.S. or the United Kingdom, it is presumed to represent the coalition so circle “A.” If the newspaper is published in another European country it is presumed to be non-coalition so circle “B.” If the newspaper is published in a Middle-Eastern country, it is presumed to be non-coalition so circle “C.” This question allows the researchers to distinguish potential framing and priming within coalition-biased or non-coalition-biased newspapers.
3. If the article mentions continued United Nations inspections for weapons of mass destruction, measure the degree of advocacy. If the tenor of the article is very high toward advocacy of continued United Nations inspections for weapons of mass destruction (WMD), then circle “7.” If the tenor of the article with respect to continued U.N. inspections for WMD is very low, then circle “1.” As the tenor varies between the extreme stances, assess the degree of advocacy by circling one of the numbers from “2” to “6.” If the text does not mention United Nations inspections for WMD, then circle “Can’t determine.” This question allows the researchers to measure whether or not media are framing continued U.N. inspections for WMD in Iraq in the coverage and potentially shaping public opinion against military action in Iraq.
4. If the article presents the position of peace activists with regard to the war in Iraq, measure the degree their position is presented. If the article presents the position of peace activists very highly, then circle “7.” If the article’s presentation of the position of peace activists is very low, then circle “1.” As the tenor varies between the extreme stances, assess the degree of presentation by circling one of the numbers from “2” to “6.” If the article does not mention peace activists, then circle “Can’t measure.” This question allows the researchers to determine whether the vocal minority continue to voice their opinion in public despite potential rebuking. It allows researchers to assess framing and spiral of silence.
5. If the article mentions anti-war or anti-U.S. protests, measure the degree in which they are presented. If the article presents anti-war or anti-U.S. protests very highly, then circle “7.” If the article’s presentation of anti-war or anti-U.S. protests is very low, then circle “1.” As the amount of presentation varies between the extreme stances, assess the degree of presentation by circling one of the numbers from “2” to “6.” If the article does not mention anti-war or anti-U.S. protests, then circle “Can’t measure.” This question allows the researchers to determine if the media is priming the public by not covering anti-war or anti-U.S. protests.
6. If the text of the article mentions protestors, measure the degree in which they speak in favor of military forces, even if they are against military action. If the article presents protestors speaking in favor of military forces very highly, then circle “7.” If the article’s presentation of protestors speaking in favor of military forces is very low, then circle “1.” As the amount of presentation varies between the extreme stances, assess the degree of presentation by circling one of the numbers from “2” to “6.” If the article does not mention protestors speaking in favor of military forces, then circle “Can’t measure.” This question is designed to allow the researchers to assess whether or not the protestors have shifted from a purely anti-military valence to a compromised position in support of the military forces on the ground even though they remain steadfast against the coalition’s military action. It allows the researchers to detect assumptions within the spiral of silence.
7. If the article mentions military action in Iraq, assess the article’s prime with regard to military action in Iraq. If the tenor of the entire article presents military action in Iraq as the right thing to do from a humanitarian or world view, then circle “Very high.” If the tenor of the entire article does not present military action in Iraq as the right thing to do, then circle “Very low.” As the amount of presentation varies between the extreme stances, assess the degree of presentation by circling one of the numbers from “2” to “6.” If this can’t be measured, then circle “Can’t measure. This question allows researchers to assess priming, framing, and to a smaller degree, the spiral of silence.
8. If the article mentions Saddam Hussein’s regime, assess the article’s frame with regard to Saddam Hussein’s regime. If the article’s overall tenor favors retention of Saddam Hussein’s regime, then circle “Very high.” If the tenor is not in favor of retaining Saddam Hussein’s regime, then circle “Very low.” As the amount of presentation varies between the extreme stances, assess the degree of presentation by circling one of the numbers from “2” to “6.” If Saddam Hussein’s regime is not mentioned, then circle “Can’t measure.” This question allows researchers to assess priming, framing and may reveal aspects of the spiral of silence.
9. If the article mentions WMD in Iraq, assess the prime and frame with regard to WMD. If the article emphatically conveys the presence of WMD in Iraq, even if they have not been found, then circle “7.” If the article emphatically denies the presence of WMD in Iraq, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If this can’t be measured, then circle “Can’t measure.” This question allows researchers to assess priming, framing and may reveal aspects of the spiral of silence as people speak out on WMD in Iraq.
10. If the article characterizes Saddam Hussein as a threat to the security of the United States, then assess the degree to which the article primes the audience with regard to Saddam Hussein as a threat. If the article emphatically states that Saddam Hussein is a real threat to the security of the U.S., then circle “Very high.” If descriptions within the article do not characterize Saddam Hussein as a threat to the security of the United States then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If this can’t be measured, then circle “Can’t measure.” This question allows researchers to assess priming, framing and may reveal aspects of the spiral of silence as people speak out against Saddam Hussein.
11. If the article characterizes or insinuates that Saddam Hussein is an oppressive dictator, then assess the degree to which the article primes the audience with regard to Saddam Hussein as an oppressor of his people. If the article emphatically states that Saddam Hussein is an oppressive dictator, then circle “7.” If descriptions within the article do not characterize Saddam Hussein as an oppressive dictator, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If Saddam Hussein is not mentioned, then circle “Can’t measure.” This question allows researchers to assess priming, framing and the spiral of silence.
12. Assess the portrayal of coalition forces within Iraq. If the article’s tenor very highly touts the coalition in Iraq as a liberating force, then circle “7.” If the article’s tenor does not characterize coalition in Iraq as a liberating force, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If this phenomenon cannot be measured, then circle “Can’t measure.” This question allows researchers to assess priming and framing.
13. Assess the portrayal of coalition actions as perceived by the Iraqi people. If the article portrays the coalition action as very beneficial to the Iraqi people, then circle “7.” If the coalition action is not portrayed as beneficial to Iraqis then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If the benefit aspect cannot be assessed then circle “Can’t measure.” This question allows researchers to assess priming, framing and spiral of silence.
14. Assess the article’s prime with regard to U.S. activity in Iraq as a quest to control Iraqi oil. If the article emphatically portrays coalition actions a quest to control Iraqi oil, then circle “7.” If the coalition action is not portrayed as a quest for oil, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If the article does not mention Iraqi oil, then circle “Can’t measure.” This question allows researchers to assess priming and framing.
15. Assess the framing of illegal activity associated with non-coalition nations, to include that of Iraqi citizens (Examples include: French and Russian involvements in feeding the Iraqi government information, violations of U.N. sanctions against Iraq and looting in Iraq). If the article primarily focuses on illegal activities, then circle “7.” If the article mentions illegal activities only in passing, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If illegal activity is not mentioned, then circle “Can’t measure.” This question allows researchers to assess priming and framing.
16. Assess support for U.S.-led coalition forces. If the article is laden with non-coalition nation citizens, to include Iraqi citizens, supporting the U.S.-led coalition, then circle “7.” If the article mentions non-coalition nation citizen support for the U.S.-led coalition, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If non-coalition nation citizens supporting the U.S.-led coalition are not mentioned, then circle “Can’t measure.” This question allows researchers to assess priming, framing and the spiral of silence.
17. Assess the article’s prime with regard to Iraqi citizens as victims of military force. If the article’s primary focus is on wounded Iraqi civilians, then circle “7.” If the article mentions wounded Iraqi civilians, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If the article does not mention wounded Iraqi citizens, then circle “Can’t measure.” This question allows researchers to assess priming and framing?
18. Assess the article’s prime and frame with regard to illegal use of non-military facilities such as hospitals, mosques, schools, etc. If the article emphatically states that Saddam Hussein’s regime used hospitals, mosques, schools, etc., for illegal/military purposes, then circle “7.” If the article mentions such illegal use, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If it does not mention illegal use of non-military facilities such as hospitals, mosques, schools, etc., then circle “Can’t measure.” This question allows researchers to assess priming, framing and spiral of silence.
19. Assess the prime of the article with regard to coalition forces being portrayed as heroes. If the article characterizes coalition military members as heroes, then circle “7.” If the article characterizes coalition military forces favorably, but not as heroes, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one circling one of the numbers from “2” to “6.” If this phenomenon cannot be assessed, then circle “Can’t measure.” This question allows researchers to assess priming, framing, and spiral of silence.
20. Assess the prime of the article with regard to support for military action in Iraq. If the article clearly primes the reader to support military action in Iraq, then circle “7.” If the article clearly primes the reader against military action in Iraq, then circle “1.” As the article presents increasingly balanced viewpoints, assess the varied degree by circling one of the numbers from “2” to “6.” If this phenomenon cannot be measured, then circle “Can’t measure.” This question allows researchers to assess the prime of the article.