Transcription from tape to written record very time consuming. Possibility of data overload. Unreliability of self report. Advantages Useful in revealing common stereotypes on TV and prevailing values of programme makers. Can be relatively inexpensive.
Quantification can facilitate replication.
Disadvantages Can tend to emphasize an objectively definable 'content' rather than the importance of the process of negotiating meanings. Makes no allowance for viewing choices or individual styles of interpretation. Danger of assuming and inflating power of content to shape attitudes and behaviour of viewers. Media Research Techniques . A Handbook of Qualitative Methodologies for Mass Communication Research .