Content Analysis Flashcards
What is content analysis?
Systematic way to summarize categories
Data can be put categories+ counted (QUANTITATIVE) in themes (QUALITATIVE)
Quick and simple
Tally may be used
Category analysis before
What is thematic analysis?
Analysing QUALITATIVE data
Identifying reaccuring ideas or themes in data
More Specific
Category analysis after
AO3: strength of content analysis
Prompt= avoids ethical issues…
P: It’s useful as it avoids most ethical issues around psych research
E: e.g. the TV interview may already exist
E: avoids psych harm as not causing them distress + we do not need consent
AO3: strength of content analysis
Prompt: it’s flexible…
P: it’s a flexible research method
E: both qualitative and quantitative depending on nature of research
E: meaning it’s more popular and favorable
AO3: strength of content analysis
Prompt: has ecological validity…
P: It is high in ecological validity (generalisability)
E: e.g. analysing TV adverts for stereotypical gender roles
E: meaning media is being studied on what people do and what happens in the real world
AO3: weakness of Content Analysis
Propmt: tells us what not why…
P: It tells us what not why
E: meaning there is no detail on what causes e.g. gender stereotypes = surface- level analysis
E: Therefore it lacks depth and meaning as its simple
AO3: weakness of Content Analysis
Prompt: observer bias…
P: there is a risk of observer bias
E: meaning it is subjective and would be done differently per person. Interpreted differently as they choose categories
E: subjectivity decreases validity of findings
