Content Analysis

Question 1

Why is content analysis an indirect observation

Answer 1

Not observing people directly but observing them through the artefacts they produce
(Watching tv programme)

Question 2

What is content analysis and what is it used for

Answer 2

Used as a research tool for analysing content for incidence of certain words, images or concepts within material

Question 3

What is content analysis and what is it used for

Answer 3

Used as a research tool for analysing content for incidence of certain words, images or concepts within material

Question 4

What can you predict depending on the analysis

Answer 4

Predict categories in advance and tally count when each category occurs

Question 5

What kind of data does it produce and why

Answer 5

Qualitative data to examine meanings, relationships of words, concepts and pictures and make influence about message contained in them

Question 6

Strengths of content analysis

Answer 6

+ Unobtrusive ethical method
+ Can analyse data that can’t be achieved by other methods
+ Easily replicable if use same categories
+ Useful to analyse historical data

Question 7

Weaknesses of content analysis

Answer 7

• Subjective when observing information and making judgement on it
• May not reveal underlying motives of observed pattern
• Limited availability of material -> may not accurately reflect reality and overexaggerate

Question 8

Cumberbatch and Gauntlett (2005) what they did/aim

Answer 8

Looked at programmed by 10 to 15 year olds to see how drugs, smoking, solvent abuse or alcohol were treated

Question 9

Cumberbatch sampling method

Answer 9

Watched top 10 programmes by age group chosen over 3 months 256 programmes

Question 10

Summary

Answer 10

Alcohol scenes = 12 per hour
Smoking = 4.3 per hour
Drug = 1.7 per hour
4% = contained none above
84% = message about alcohol was neutral

Question 11

Strength