3. Definitions of Content Analysis:
It as any systematic procedure devised to examine
the content of recorded information.
(Walizer & Wiener, 1978)
Content Analysis is a research tool focused on the
actual content and internal features of media.
Kerlinger’s (2000): Content analysis is a method of
studying and analyzing communication in a
systematic, objective, and quantitative manner for
the purpose of measuring variables.
4. Kerlinger’s definition involves three concepts
that require elaboration:
First, content analysis is
systematic:
Systematic: All content
under consideration is to
be treated in exactly the
same manner.
Second, content
analysis is objective:
Objective: The analysis
should yield the same
results if another
researcher replicates
the study.
Third, content analysis is
quantitative:
Quantitative: Quantification
is important in fulfilling
that objective because it
aids researchers in the
quest for precision.
5. Uses of
Content
Analysis
• Content analysis used in the traditional,
descriptive manner: to identify what exists.
• Content analysis used to compare media
content to the real world.
• Content analysis used to testing hypothesis
of source or message characteristics.
• The use of content analysis as a starting
point for subsequent studies is relatively
new.
• Content analysis have focused on exploring
the media images of certain minority or
other notable groups.
