Content Analysis and Coding

Question 1

Describe content analysis and three examples

Answer 1

Content analysis is a type of observational research.

People are studied indirectly via the communications they have produced.

This may include:

• spoken interaction
• written forms
• examples from the media

Question 2

Coding

Type of data?

Answer 2

Coding is the first stage of content analysis.
Some data sets may be extremely large therefore information needs to be categorised into meaningful units.

This may involve counting up the number of times a particular word or phrase appears in the text.
This is to produce quantitative data

Question 3

Type of Data in Thematic Analysis

Answer 3

Thematic analysis produces qualitative data

Question 4

Theme

Describe

Answer 4

A theme in content analysis refers to any idea that is recurrent.
These themes are more descriptive than coding units

Question 5

Two Strengths of Content Analysis

Answer 5

+ Many ethical issues may not apply. The material to study (eg TV) may already be in public domain. Therefore, there are no issues with eg obtaining consent.

+ A flexible method. Content analysis can be adapted to produce both quantitative and qualitative data as required. This means it is a flexible approach that can be adapted to suit the aims of the research

Question 6

Two Limitations of Content Analysis

Answer 6

• Communication is studied out of context. The researcher may attribute motivations to the speaker or writer that were not intended. This is likely to reduce the validity of the conclusions drawn.
• May lack objectivity. Content analysis may lack objectivity, especially when more descriptive forms of thematic analysis are used. Such bias may threaten the validity of the findings and conclusions

Question 7

Reflexivity

What is this used to address?

Answer 7

Personal viewpoints are seen as an important part of the data collected.

A method used to address the lack of objectivity