Content analysis is the most common approach to exploring the use of specific words within media studies. This approach has significant limitations that can be addressed through the application of other related approaches to understanding mediated content, including sociolinguistics and conceptual history. The emergence of large databases of digitized newspapers opens the possibility of an integrated approach that draws on elements of each of those related paradigms. An analysis of the rise and fall of the terms “jingo” and “jingoism” in the British press from 1878 to 1900 demonstrates how this integrated research paradigm can be productively applied to gain insight into how newspapers serve to broadly distribute words attached to specific concepts.