7.3: Content analysis

Question 1

Content analysis

Answer 1

Content analysis is a method of quantifying qualitative data through the use of coding units

Question 2

Content analysis is a method of quantifying qualitative data through the use of coding units.
Any form of ‘text’ or symbolism, for example written, spoken or visual content, is systematically summarised and described.
It involves drawing up coding units or categories and counting how often these categories occur.
What is content analysis commonly performed with?

Answer 2

Content analysis is commonly performed with media research

Question 3

Content analysis is a method of quantifying qualitative data through the use of coding units.
Any form of ‘text’ or symbolism, for example written, spoken or visual content, is systematically summarised and described.
It involves drawing up coding units or categories and counting how often these categories occur.
Content analysis is commonly performed with media research, but what can content analysis be conducted on?

Answer 3

Content analysis is commonly performed with media research, but content analysis can be conducted on any type of qualitative data

Question 4

Content analysis is a method of quantifying qualitative data through the use of coding units.
Any form of ‘text’ or symbolism, for example written, spoken or visual content, is systematically summarised and described.
It involves drawing up coding units or categories and counting how often these categories occur.
Content analysis is commonly performed with media research, but content analysis can be conducted on any type of qualitative data.
Example

Answer 4

For example:

1. Unstructured observations
2. TV shows
3. Art
4. Diaries/letters
5. Magazines/books/newspapers

Question 5

Content analysis is a method of quantifying qualitative data through the use of coding units.
Any form of ‘text’ or symbolism, for example written, spoken or visual content, is systematically summarised and described.
It involves drawing up coding units or categories and counting how often these categories occur.
Content analysis is commonly performed with media research, but content analysis can be conducted on any type of qualitative data.
For example, unstructured observations, TV shows, art, diaries/letters and magazines/books/newspapers.
Content analysis also converts what into what?

Answer 5

Content analysis also converts:
1. Qualitative data
into
2. Quantitative data

Question 6

What did Waynforth and Dunbar (1995) do?

Answer 6

Waynforth and Dunbar (1995) analysed ‘lonely hearts’ columns to find out whether men and women look for different things in relationships

Question 7

Content analysis requires coding units to categorise analysed material, like the number of times women commentators appear in sports programmes.
Analysis can involve words, themes, characters or time and space.
What can also be important?

Answer 7

The number of times these things do not occur can also be important

Question 8

Content analysis requires coding units to categorise analysed material, like the number of times women commentators appear in sports programmes.
Analysis can involve words, themes, characters or time and space.
The number of times these things do not occur can also be important.
Example of the coding unit of words

Answer 8

An example of the coding unit of words is the number of slang words used

Question 9

Content analysis requires coding units to categorise analysed material, like the number of times women commentators appear in sports programmes.
Analysis can involve words, themes, characters or time and space.
The number of times these things do not occur can also be important.
Example of the coding unit of themes

Answer 9

An example of the coding unit of themes is the amount of violence on TV

Question 10

Content analysis requires coding units to categorise analysed material, like the number of times women commentators appear in sports programmes.
Analysis can involve words, themes, characters or time and space.
The number of times these things do not occur can also be important.
Example of the coding unit of characters

Answer 10

An example of the coding unit of characters is the number of female commentators there are on TV sports programmes

Question 11

Content analysis requires coding units to categorise analysed material, like the number of times women commentators appear in sports programmes.
Analysis can involve words, themes, characters or time and space.
The number of times these things do not occur can also be important.
Example of the coding unit of time and space

Answer 11

An example of the coding unit of time and space is the amount of:
1. Time (on TV)
2. Space (in newspapers)
dedicated to eating disorders

Question 12

How can researchers check the reliability of content analysis?

Answer 12

Researchers can check the reliability of content analysis by correlating one researcher’s score with another`

Question 13

Content analysis:
Strengths:
1. Ease of application.
Content analysis is an easy-to-perform, inexpensive research method that is non-invasive, because it doesn’t require contact with participants.

2. Complements other methods.
   Content analysis can be used to verify results from other research methods and is especially useful as a longitudinal tool (detecting trends and changes over time).
3. Reliability.
   Establishing reliability is simple, because a content analysis is easy to replicate, through others using the same materials.

Weaknesses:
1. Descriptive.
Content analysis is purely descriptive and so does not reveal underlying reasons for behaviour, attitudes, ect.
It finds out ‘what,’ but not ‘why?’

2. Flawed results.
   Content analysis is limited by availability of material.
   Therefore, observed trends may not reflect reality.
   For example, negative events receive more coverage than positive ones.
3. Lack of causality.
   Content analysis is not performed under controlled conditions and therefore does not show causality.

Answer 13

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