A Review on Sender Studies Conducted by Message Analysis

Abstract

This article reviews sender studies conducted by analyzing messages in Japan during last 10 years. Many content analysis studies have tried to reveal the sender's attitude or stance toward specific affairs and to evaluate senders' performance. By adopting new analyzing methods, some studies succeeded finding out the senders understanding contained in messages. Conducting studies which link sender variables to message variables, sophistication of analyzing methodology, and analyzing various contents forms are suggested for the future.