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Content Analysis

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A systematic analysis of the content rather than the structure of a communication, such as a written work, speech, or film, including the study of thematic and symbolic elements to determine the objective or meaning of the communication.

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Definition and Uses of Content Analysis

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Walizer and Wienir

Content Analysis is any systematic procedure devised to examine the content of recorded information

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Kerlinger’s Definition

Content Analysis is a method of studying and analyzing communication in a systematic, objective and quantitative manner for the purpose of measuring variables.

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Three Concepts Involved

Systematic

Objective

Quantitative

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Uses of Content Analysis

Describing Communication Content

Testing Hypotheses of Message Characteristics

Comparing Media Content to the “Real world”

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Assessing the Image of Particular Groups in Society

Establishing a Starting Point for Studies of Media Effects

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LIMITATIONS & STEPS OF CONTENT

ANALYSIS

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LIMITATIONS OF CONTENT ANALYSIS

• Content analysis cannot serve as the sole basis for claims about media effects

• Researchers who use different tools of measurement of measurement arrive at different conclusions

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LIMITATIONS

• Lack of messages relevant to the research

• Content analysis is time consuming and expensive

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Formulate the research

questions or hypothesis

Define the population in question

Select an appropriate sample from the population

Establish

a quantificat

ion system

Train coders and conduct a pilot study

Select and define a unit of analysis

Construct the categories of content to be analyzed

Analyze the collected

data

Code the content according to established definitions

STEPS IN CONTENT ANALYSIS

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And lastly…

Draw conclusions and search for indications

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QUALITATIVE AND QUANTITATIVE

APPROACH

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Quantitative Qualitative

Seek to confirm hypotheses about phenomena

Seek to explore phenomena

Instruments use more rigid style of eliciting and categorizing responses to questions

Instruments use more flexible, iterative style of eliciting and categorizing responses to questions

Use highly structured methods such as questionnaires, surveys, and structured observation

Use semi-structured methods such as in-depth interviews, focus groups, and participant observation

To quantify variation To describe variation

To predict causal relationships To describe and explain relationships

To describe characteristics of a population

To describe individual experiences and describe group norms

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Quantitative Qualitative

Closed-ended Open-ended

Numerical (obtained by assigning numerical values to responses)

Textual (obtained from audiotapes, videotapes, and field notes)

Study design is stable from beginning to end

Some aspects of the study are flexible (for example, the addition, exclusion, or wording of particular interview questions)

Participant responses do not influence or determine how and which questions researchers ask next

Participant responses affect how and which questions researchers ask next

Study design is subject to statistical assumptions andconditions

Study design is subject to data collection and research questions and are adjusted according to what is learned

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Thank You