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.)
2
Q
coding
A
the initial stage- communication is analysed by identifying each instance of the chosen categories (e.g. words, sentences, phrases)
3
Q
thematic analysis
A
an inductive and qualitative approach to analysis that involves identifying implicit or explicit ideas or themes within the data
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
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