Discourse analysis and content analysis Chapter 4 David Hesmondhalgh Contents 1 Introduction 120 2 Discourse analysis 122 2.1 Fairclough: representations, identities and relations 122 2.2 Van Dijk: ‘us’ and ‘them’ in the press 129 3 Content analysis 138 3.1 Race and poverty in the USA 138 4 Criteria for evaluating accounts of the media 141 4.1 Doing content analysis effectively 142 4.2 Conflicting research traditions: positivism and interpretivism/constructionism 145 5 Combining content and discourse analysis: families on talk shows 147 5.1 A discourse analysis of Trisha 147 5.2 A possible content analysis of talk shows 151 6 Conclusion 154 Further reading 155 References 156