RM - Content analysis Flashcards
What is content analysis?
A type of observational study when ppl are studied indirectly thro the communications they produce.
Communications that may be subject to content analysis are wide ranging and could be spoken interaction, written forms or from media.
What is the aim of content analysis?
Summarise and describe this communication in a systematic way so conclusions can be drawn.
What is coding in content analysis?
The initial stage of content analysis. Some data sets to be analysed may be v. big so info needs to be categorised into meaningful units.
This could be counting the no. of times a certain word appears in the text.
What is an example of coding being used in newspapers?
A newspaper may be analysed to see how many times it uses derogatory terms to describe the mentally ill.
What is the definition thematic analysis?
An inductive and qualitative appr. to analysis that involves identifying implicit or explicit ideas within the data. Themes often emerge once data has been coded.
What is thematic analysis?
Used for generating qualitative data from content analysis. Process of coding and identification of themes that may emerge after coding.
What is a ‘theme’ in thematic analysis?
An idea (implicit or explicit) that is recurrent - keeps cropping up in the communication.
What is an example of thematic analysis used in newspapers?
In newspapers the mentally ill may be represented as ‘a threat to the wellbeing of our children’ or a ‘drain on NHS resources’.
These could dev. into broader categories like control, stereotyping or treatment of the mentally ill.
What may the researcher do after they dev. the themes?
May collect a new set of data to test the validity of the themes and categories. If these explain the new data adequately researcher will write up final report.
What are the strengths of content analysis?
- It can circumnavigate many ethical issues. Communication used often already exists within public domain. No issues obtaining permission. Has high external validity.
- Flexible in that it can produce both quantitative and qualitative data.
What are the limitations of content analysis?
- Ppl studied indirectly so communication they produce usually analysed outside the context within which it occurred. Researcher may attribute opinions and motivations to speaker or writer not originally intended
- Many analysists clear abt. their own biases and preconceptions can influence research process but lack of objectivity especially when descriptive forms of thematic analysis used
