Aaron Ahuvia Traditional, Interpretive, and Reception Based Content Analyses: Improving the Ability of Content Analysis to Address Issues of Pragmatic and Theoretical Concern

This paper argues for a subtle but important shift in the way we view content analysis which allows for the introduction of two new variants on this methodology. Previously, content analysis has been seen as a method for quantifying the content of texts. This paper argues that we should view content analysis as a method for counting interpretations of content. Based on this reconceptualization, this paper suggests two new varieties of content analysis. Reception based content analysis allows researchers to quantify how different audiences will understand text. Interpretive content analysis is specially designed for latent content analysis, in which researchers go beyond quantifying the most straightforward denotative elements in a text. These new forms of content analysis are contrasted with traditional content analysis, and the appropriate conditions for their use are discussed.