This book should support the research we wish to consolidate in our students. For this reason, we show different views of exclusive researchers who have been reflecting on the possibilities of content analysis in the media closer to the quantitative that starts from the tradition of American sociological empiricism, the analysis of discourses from philosophy and a critical stance to European critical studies and finally, to see the importance of approaches from the theory of the Agenda Setting and Framing showing the richness of these models for the investigation of communicative processes.