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Content Analysis

Content Analysis. What is it? How do you do it? What are the advantages and disadvantages of it?. Content Analysis. Content Analysis as "a research technique for the objective, systematic, and quantitative description of obvious content of communications"

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Content Analysis

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  1. Content Analysis What is it? How do you do it? What are the advantages and disadvantages of it?

  2. Content Analysis • Content Analysis as "a research technique for the objective, systematic, and quantitative description of obvious content of communications" • It is used to determine the presence of certain words, concepts, themes, phrases within texts or sets of texts and to quantify this presence in an objective manner.

  3. Methodology of content analysis • To conduct a content analysis a representative sample of qualitative data is collected – an interview, printed material or other media t v programmes for example. • the text is coded, or broken down, into manageable categories on a variety of levels--word, word sense, phrase or theme and then examined.

  4. Content Analysis • a concept is chosen for examination, operationalised and recorded in coding units. This could be an act of violence for example • and the number of its occurrences within the text recorded. Because terms may be implicit as well as explicit, it is important to clearly define implicit terms before the beginning of the counting process. To limit the subjectivity in the definitions of concepts, specialised dictionaries are used. • As with most other research methods, content analysis begins with identifying research questions and choosing a sample or samples. Once chosen, the text must be coded into manageable content categories. The process of coding is basically one of selective reduction, which is the central idea in content analysis. By breaking down the contents of materials into meaningful and pertinent units of information, certain characteristics of the message may be analyzed and interpreted.

  5. We are going to look at boredom – what concepts, words or phases should we be looking for? • http://www.childrensbooksforever.com/Childrenpics/TOTALLY%20BORED%20BORIS.pdf

  6. Advantages of Content Analysis • It is easier to see patterns in the data • Easier to summarise and present data • Statistical analysis can be carried outlooks directly at communication via texts or transcripts, and hence gets at the central aspect of social interaction

  7. Disadvantages of Content Analysis • Can be biased in the defining of coding units or deciding which behaviours fit particular units • Qualitative data has more detail which is lost when converted into numbers • can be extremely time consuming • is subject to increased error, particularly when relational analysis is used to attain a higher level of interpretation • is often devoid of theoretical base, or attempts too liberally to draw meaningful inferences about the relationships and impacts implied in a study • is inherently reductive, particularly when dealing with complex texts • tends too often to simply consist of word counts • often disregards the context that produced the text, as well

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