content analysis Flashcards
1
Q
what is content analysis
A
produces primary quanative data from study as a way of analysing content of documents + other qual material by quantifying it
2
Q
what methods of content analysis produce qual data
A
- thematic: looks for themes which underlie the content
- textual: close examination of text to see how encourages particular reading
3
Q
what are positivists critical of using content analysis
A
interpretations reduce reliability
4
Q
what does Waynforth and Dunbarr say
A
content analysis on 900 lonely hearts adverts. women more likely to emphasises their physical attractiveness and men their economic status
