Content analysis Flashcards
Definition
Analysing the content of the media – usually when researching how the media represent certain groups or situations. Can be a quantitative counting up exercise or a qualitative analysis of language and images.
Advantages
Quantifies the meaning of text. It can uncover the terminology/ideas being used and the frequency with which they occur
Relatively high in reliability and as it follows systematic procedures it can be replicated.
It can yield useful results on straightforward pieces
Can be used on words, images or sound and is of major importance in studying the mass media
limitations
The initial coding of texts is crucial in establishing the categories to be analysed - If the coding is inaccurate then the findings will be invalid
Could analyse text out of context.
Don’t know the contents grover
