This PPT Prepared by Teacher Educator From Thiagarajar College of Preceptor- Madurai for B.Ed Trainees.

3.  Content Analysis is a research method for
studying documents and communication
artifacts, which might be texts of various
formats, pictures, audio or video.
 Social scientists use content analysis to examine
patterns in communication in a replicable and
systematic manner.

4.  One of the main advantages of using content
analyse social phenomena is its non-invasive
nature, in contrast to simulating social
experiences or collecting survey answers.
 Practices and philosophies of content analysis
vary between academic disciplines.

5.  Robert Weber notes: “To make valid inferences
from the text, it is important that the
classification procedure be reliable in the sense
of being consistent. Different people should
code the same text in the same way”.
 The validity, inter-coder reliability and intra-
coder reliability are subject to intense
methodological research efforts over long
years.

6.  Neuendorf suggests that when human coders
are used in content analysis two coders should
be used. Reliability of human coding is often
measured using a statistical measure of inter-
coder reliability or “the amount of agreement
or correspondence among two or more coders”.

7.  Lacy and Riffe identify the measurement of
inter-coder reliability as a strength of
quantitative content analysis, arguing that, if
content analysis do not measure inter-coder
reliability, their data are no more reliable than
the subjective impressions of a single reader.

8. Writtent text
Oral text
Iconic
text
Audio-visual
text
Hypertexts
5 TYPES OF
TEXTS

9.  Make inferences about the antecedents of a
communication.
 Describe and make inferences about
characteristics of a communication.
 Make inferences about the effects of a
communication.

10.  Due to the fact that it can be applied to
examine any piece of writing or occurrence of
recorded communication.
 Content analysis is used in large number of
fields, ranging from marketing and media
studies, to literature, rhetoric, information
studies, sociology and political science,
psychology, as well as other field of inquiry.

11.  To reduce large amounts of unstructured
content.
 To describe characteristics of the content.
 To identify important aspects of the content.
 to present important aspects of the content
clearly and effectively.
 To support of some argument.

12.  Looks directly at communication via texts or
transcripts, and hence gets at the central aspect
of social interaction.
 Can allow for both quantitative and qualitative
operations.
 Can provide valuable historical/cultural
insight over time through analysis of texts.

13.  It can also be used to interpret texts for
purposes such as the development of expert
systems.
 It is an unobtrusive means of analyzing
interactions.
 It provides insight into complex models of
human though and language use.
 When done well,, is considered as a relatively
“exact” research method.