Content Analysis Flashcards
What is content analysis?
A type of observation of behaviour indirectly (secondary data)
What is the sample in content analysis?
The artefacts that are to be analysed, which needs to be representative e.g. looking at gender stereotypes, looking at articles based on both men and women otherwise would be bias
What is quantitative analysis?
The researcher would tally when a behaviour is witnessed
What is qualitative analysis?
The researcher has categories and chooses a specific example to illustrate this category (instead of counting, it is described)
What are the different ways of conducting content analysis?
Coding and Thematic Analysis
What are the strengths of content analysis?
Has high mundane realism
Has high ecological validity
Few ethical issues
What are the weaknesses of content analysis?
May be subjective (researcher bias)
May be a culture bias
