Content analysis Flashcards
1
Q
Content analysis
A
Analysis of the content of something
Form of indirect observation, indirect bc you aren’t observing ppl directly but observing them through the artefacts they produce
Eg : Tv programmes, paintings, songs, books
Has to make decisions ab:
Sampling method- what material to sample and how frequently
Behavioural categories
2
Q
Content analysis str
A
Based on observations of what ppl acc do- real relavent communications= high eco validity
When sources can be retained or accessed by others- findings can be replicated
3
Q
Content analysis lim
A
Observia bias- reduces objectivity and validity of findings bc diff observers may interpret meaning of behaviour catergories diff
= lack internal validity
