content analysis Flashcards

1
Q

what is content analysis?

A

the indirect study of behaviour by examining communications that people produce (e.g. texts, diaries, emails, etc.)

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2
Q

coding

A

the initial stage- communication is analysed by identifying each instance of the chosen categories (e.g. words, sentences, phrases)

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3
Q

thematic analysis

A

an inductive and qualitative approach to analysis that involves identifying implicit or explicit ideas or themes within the data

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4
Q

strengths

A
  • less ethical issues than standard psychological research. material studied usually already in public domain (films, TV adverts, etc.) less issues with permission
  • high external validity
  • flexible. may produce both qualitative and quantitative data depending on aims
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5
Q

weaknesses

A
  • people studied indirectly. communications produced analysed outside of context within which it occurred. researcher bias- attribute opinions/motivations to speaker/writer that were not originally intended
  • lack of objectivity with more descriptive forms of thematic analysis
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