This chapter proposes a way to conduct media analysis in deliberative systems. It argues that systemic thinking has invited a re-conceptualization of argumentative exchange in social wholes, including a range of differentiated but interconnected spaces. A systemic approach cannot afford to ignore interfaces between deliberation in institutional forums and more mundane discussions, and, consequentially, the neighbouring field of mass media and digital communication. This chapter introduces a definition of content analysis that works towards integration with other methods—surveys, experiments, and frame analysis—to address these challenges. It examines ways of employing content analysis in (i) mass media material, by giving priority to collective processes of reason exchange; (ii) diversified online platforms; and (iii) integration of content analysis with other methods. A set of studies involving media practices is used to illustrate this proposal, and to elucidate new possibilities of empirical micro and macro analysis within the systemic approach to deliberation.

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