2. • Content-analysis involves analyzing the contents of
documentary materials such as books, magazines,
newspapers, and other verbal materials.
• Prior to the 1940s, content-analysis was mostly quantitative,
focusing on identifying and counting certain characteristics in
the documents.
• Since the 1950s, content-analysis has shifted towards
qualitative analysis, focusing on the general import or message
of the existing documents.
• Bernard Berelson is often associated with the qualitative
approach of content-analysis.
3. Quantitative vs. Qualitative
• In quantitative content-analysis, measurement is based on
identifying and counting specific characteristics.
• In qualitative content-analysis, the focus is on understanding
the general meaning or message conveyed by the documents.
• Qualitative content-analysis is more akin to depth interviewing,
delving into the nuances and subtleties of the content.
4. Pervasiveness and Intensity
• Content-analysis measures pervasiveness, which can serve as
an index of the intensity of the force behind the content.
• It helps researchers understand the impact and prevalence of
certain ideas, concepts, or attitudes within the analyzed
materials.
5. Application: Research Review
• Content-analysis is crucial when conducting research in any
field.
• A research review involves analyzing the contents of published
research articles.
• The analysis can be at a simple level, focusing on identifiable
characteristics, or at a subtle level, exploring attitudes and
perspectives within the materials.
6. Example: Press Attitude towards
Education
• An example of subtle content-analysis is studying the attitude of
the press towards education.
• Researchers can analyze articles written by feature writers to
understand their perspective on education.
• This type of analysis helps uncover underlying attitudes, biases,
and trends within the press coverage of educational topics.
• By examining the language used, the tone of the articles, and
the key arguments presented, researchers can gain insights
into the press's overall stance on education-related issues.
7. Benefits of Content-Analysis
1.Content-analysis offers several benefits in research and
analysis:Systematic Approach: It provides a structured and
systematic approach to studying verbal materials.
2.Objectivity: By focusing on the content itself, it helps maintain
objectivity in analysis.
3.Large-Scale Analysis: It allows for the analysis of a large volume of
documents, providing a comprehensive understanding.
4.Comparative Studies: Content-analysis enables researchers to
compare and contrast different documents or sources.
5.Historical Perspective: It offers insights into the historical context and
evolution of ideas or messages.
8. Challenges and Limitations
While content-analysis is a valuable tool, it also comes with certain
challenges and limitations:
1. Subjectivity: Interpretation of content may vary between analysts,
leading to subjective judgments.
2. Contextual Understanding: Content-analysis may overlook the
broader context in which the materials were produced.
3. Quantitative Limitations: Quantitative content-analysis may miss
nuanced meanings and emotions conveyed in the content.
4. Bias and Representation: The selection and inclusion of specific
documents may introduce bias or limit the representation of
diverse perspectives.
9. Best Practices for Content-Analysis
1.To enhance the quality and reliability of content-analysis,
researchers can follow these best practices:Clearly Define Research
Questions: Clearly articulate the research questions to guide the
analysis.
2.Establish Coding Scheme: Develop a comprehensive coding
scheme to identify and categorize relevant content.
3.Use Multiple Coders: Have multiple coders independently analyze
the materials to ensure intercoder reliability.
4.Document and Report Methodology: Transparently document the
methodology used in the content-analysis and report it in research
findings.
5.Triangulate with Other Methods: Combine content-analysis with
other research methods for a more comprehensive understanding.
