Non-Experimental Methods of Investigating Behaviour - Content Analysis

Question 1

What is a content analysis?

Answer 1

a way of analysing materials that people produce rather than themselves

Question 2

What could a content analysis involve?

Answer 2

• people’s diaries
• the contents of TV adverts
• newspaper articles
• social media updates
• political speeches
• art
• graffiti
• music videos
• lyrics
  ANY ARTEFACT PRODUCED BY A HUMAN BEING

Question 3

Why are content analyses used?

Answer 3

they are used as a way of understanding people and / or society indirectly rather than directly

Question 4

When are content analyses useful to use?

Answer 4

• when it would be unethical to study people directly
• when it would be impossible / very difficult to study people directly (if they’re in prison, mental hospitals, could be dead)

Question 5

How do you do a content analysis?

Answer 5

1) identify the topic/area of interest that you want to understand more about (eg gender stereotypes in the media)
2) decide what media to investigate and decide on how to obtain your sample of media
3) draw up a set of behavioural coding categories
4) apply the categories to the material you are analysing

Question 6

What is operationalisation?

Answer 6

making something measurable

Question 7

Content analysis is _______ research
This means…

Answer 7

• content analysis is INDIRECT research
• this means that we research the materials people produce rather than the people themselves