Content Analysis Chapter 13 Introduction n Content Analysis

Content Analysis Chapter 13

Introduction n Content Analysis n A method of data collection in which some form of communication is studied systematically n Uses available data such as speeches, TV programs, newspaper articles, films, and advertisements, blogs, books, etc

Appropriate Topics for Content Analysis n Can be applied to any form of communication including movies, television shows, speeches, letters, obituaries, editorials, and song lyrics

Appropriate Topics for Content Analysis n Materials appropriate for content analysis n Studies have focused on suicide notes, letters, magazines, wills, textbooks, radio programs, personal ads, verbal exchanges, speeches, etc…

Appropriate Topics for Content Analysis n Questions Asked by Content Analyzers n Who says what, to whom, why, how, and with what effect? n Another frequent use of content analysis is hypothesis testing

Quantitative Content Analysis n Analysis focused on the variable characteristics of communication

Quantitative Content Analysis n Units of analysis n The units about which information is collected

Quantitative Content Analysis n Units of observation n The units from which information is collected

Sampling n In content analysis, units of analysis can be words, phrases, sentences, themes, photographs, chapters, authors, books, etc n Once you have chosen the units of analysis, you can sample them with any conventional sampling technique

Creating Meaningful Variables n Content analysis depends on the researcher's capacity to create and record meaningful variables for classifying units of analysis

Qualitative Content Analysis n Qualitative content analysis n Content analysis designed for statistical analysis n Tends to be more deductive

Visual Analysis n A set of techniques used to analyze images n Visual analysts study photographs, video images, paintings, drawings, maps, single images, and collections of images n Images can be used as sources of factual information, as a record of reality or how their creators think of reality n Can be quantitative or qualitative

Advantages and Disadvantages of Content Analysis n Advantages n n Cheap Coding Unobtrusive Few ethical issues n Disadvantages n n May only be used with recorded communications Issues surrounding validity

Summary n Content analysis n Unit of analysis n Hypothesis testing n Meaningful variables n Coding schemes n Advantages n Disadvantages

Quiz – Question 1 Which of the following is NOT an example of content analysis? a. b. c. d. Observing children at a movie theater Reviewing legal proceedings Comparing images of women over time Estimating the number of blogs about food

Quiz – Question 2 Units of analysis are a. b. c. d. the units from which information is collected. the units about which information is collected. the standard unit of measure in all types of social research. None of the above

Quiz – Question 3 Which of the following is NOT an advantage of content analysis? a. b. c. d. Inexpensive Unobtrusive Valid Ethical