A content analysis method for coding movie content using movie trailers

Abstract

The study of motion pictures and their influence on audiences has long been part of media research. Yet, content analyzing movies can be both cost- and time-prohibitive. The current study presents a method for using movie trailers as a proxy for movie content by focusing on firearm appearances and use. Results show that the coding scheme devised for gun appearances was highly reliable, and, more importantly, this approach showed considerable agreement between movies and trailers. This coding approach holds promise for other media researchers who would like to find time/cost-effective ways to content analyze movies.