Content Analysis + Thematic Analysis Flashcards
What is content analysis?
A method of quantifying qualitative data through the use of coding units and is commonly performed with media research.
What are the strengths of content analysis?
Ease of application:
Easy to perform. Inexpensive. Non-invasive as it doesn’t require contact with RPS.
Complements other methods:
Can be used to verify realists from other research and is useful as a longitudinal tool to detect trend over time.
Reliability:
Easy to replicate using the same materials with different researchers.
What are the limitations of content analysis?
Descriptive:
Doesn’t reveal the underlying reasons for behaviour and attitudes.
Flawed results:
Limited by the availability of material, therefore observed trends may not reflect reality. For example, negative events receive more media coverage than positive ones.
Lack of causality:
Not performed in controlled conditions and therefore don’t show causality.
What is thematic analysis?
A qualitative analytic method for identifying, analysing and reporting patterns within data, identified through data coding.
Ultimately it organises, describes and interprets data. The identified themes become categorised for analysis.
