Content Analysis of Students' Favorite Magazines: Class Exercise

Corporate influence is a defining characteristic of mass media in the U.S. A typical introductory textbook devotes a number of chapters to the economic structure of the mass media including advertising, public relations, and corporate ownership, then also includes chapter sections on the economics of the various media (television, radio, newspapers, etc.). It is crucial that students notice and learn to evaluate the position of advertisements in the media. Additionally, current research on effective teaching emphasizes the power of collaborative and active learning. This article presents an exercise in which students will be able to distinguish between advertising and editorial content; compare the economic differences among magazines; analyze the relationships among articles, advertising, and audience; and practice content analysis. This exercise requires a capable and fluid teaching style, where the instructor can respond spontaneously to students' varied analyses while also moving them in a common direction. For those who may find teaching the same content every semester tedious, this exercise allows for the exploration of a variety of magazines in unpredictable ways. In addition, it may be used in other courses. Because issues of race, class, gender, and ethnicity are so prominent, the exercise is also relevant for any communication courses that discuss these cultural dynamics.