This article is concerned with the siting of a representational analysis as a methodological extension of content analysis. Clipping services are offering today content analysis as an integral part of their analytical products and to measure the effectiveness of communication they use content analysis mostly. In relation to content analysis we present in the article a representational analysis of media occurrence, based on the exploratory semantic network analysis. As well as content analysis a representational analysis seeks to extract key meaningful patterns from a complex textual content. But if it is in the content analysis that reduction and interpretation depends on researcher's framework, the representational analysis rather seeks to avoid this. It enables to discern any meaningful patterns from the given textual material and show who are the bearers of these representational schemes. The given method, realized with a computer program Pajek is accurately presented through a case study.
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