“…For example, an informal examination of CA articles published between 2004 and 2007 in the Journal of Computer-Mediated Communication, a leading journal for social science research on internet and web communication, reveals studies in which research questions are indeed grounded in traditional theory, multiple coders are used to establish interrater reliability, and coding schemes are adapted from previous communication research (e.g., Singh & Baack, 2004;Waseleski, 2005). However, most of the studies analyze non-random samples (Dimitrova & Neznanski, 2006;Pfeil, Zaphiris, & Ang, 2006;Singh & Baack, 2004;Waseleski, 2005;Young & Foot, 2005), and many invent new coding schemes (e.g., Dimitrova & Neznanski, 2006;Pfeil et al, 2006;Young & Foot, 2005). This suggests the possibility that the 19 articles surveyed by McMillan (2000) do not simply represent an earlier, methodologically less rigorous, phase of web content analysis research, but rather that web content analysis may be following somewhat different norms from those traditionally prescribed for the analysis of communication content by researchers such as Krippendorf and McMillan, or even evolving new norms.…”