Content + Thematic Analysis Flashcards
What is content analysis?
A method of quantifying qualitative data through the use of coding units
What is thematic analysis?
A qualitative analytic method for identifying, analysing and reporting patterns within data, within patterns identified through data coding
What does content analysis involve and when is it commonly performed?
Involves the quantification of qualitative materials (the numerical analysis of written, verbal and visual communications) e.g. Waynforth and Dunbar analysed “lonely hearts” column to find out whether men and women look for different things in relationships
Requires coding units to categorise analysed material like the number of timer certain themes or characters appear in the media
Commonly performed with media research
Ultimately what does thematic analysis do?
Organises, describes and interprets data. The identified themes become categories for analysis, with thematic analysis performed through the process of coding
What are the first three stages for coding?
1) Familiarisation with the data - reading the data to become immersed in its content
2) Coding - generating labels/codes that identify features of the data important to answering the research question
3) Searching for themes - involves examining the codes and datea to identify patterns of meaning (potential themes)
What are the final three stages for coding?
4) Reviewing themes - checking themes against the data to see if they explain the data and answer the research question
5) Defining and naming themes - a detailed analysis pf each theme and creating an informative name for each one
6) Writing up - combining together the information gained from the analysis
What does thematic analysis allow?
The identification of ideas within the data, not just counting words and phrases
What are the strengths of content and thematic analysis?
Ease of application - easy to perform, inexpensive, non-invasive as doesn’t require contact with RPS
Complements other methods - can be used to verify results from other research and is useful as a longitudinal tool to detect trends over time
Reliability - easy to replicate using the same materials with different researchers
What are the weaknesses of content and thematic analysis?
Descriptive - doesn’t reveal the underlying reasons for behaviour/attitudes
Flawed results - limited by the availability of material, therefore observed trends may not reflect reality e.g. negative events receive more media coverage than positive ones
Lack of causality - not performed in controlled conditions and therefore didn’t show causality
