This study examines textual analysis methodology as applied to mass communication studies. It focuses particularly on the theoretical basis of textual analysis, the analytical process, and congruent theoretical perspectives. Although the term "textual analysis" is often used generically, this study differentiates textual analysis as developed by the British cultural studies tradition from other textual approaches, such as qualitative content analysis and discourse analysis. Particular attention is given to making the specialized vocabulary of textual analysis more accessible and providing concrete examples of the analytic process. The need for qualitative studies to delineate an integrated research design and specific methodology to obtain methodological rigor is stressed. Contains 50 references and 17 additional sources. (Author/TB)