Definition and Uses of Content Analysis, LIMITATIONS & STEPS OF CONTENT ANALYSIS, QUALITATIVE AND QUANTITATIVEAPPROACH

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Content Analysis

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A systematic analysis of the
content rather than the structure
of a communication, such as a
written work, speech, or film,
including the study of thematic
and symbolic elements to
determine the objective or
meaning of the communication.

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Definition and Uses of
Content Analysis

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Walizer and Wienir
Content Analysis is any
systematic procedure devised
to examine the content of
recorded information

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Kerlinger’s Definition
Content Analysis is a method of
studying and analyzing communication
in a systematic, objective and
quantitative manner for the purpose of
measuring variables.

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Three Concepts Involved
Systematic
Objective
Quantitative

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Uses of Content Analysis
Describing Communication Content
Testing Hypotheses of Message Characteristics
Comparing Media Content to the “Real world”

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Assessing the Image of Particular Groups in Society
Establishing a Starting Point for Studies of Media
Effects

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LIMITATIONS & STEPS
OF CONTENT
ANALYSIS

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LIMITATIONS OF CONTENT
ANALYSIS
• Content analysis cannot serve as
the sole basis for claims about
media effects
• Researchers who use different tools
of measurement of measurement
arrive at different conclusions

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LIMITATIONS
• Lack of messages relevant to the
research
• Content analysis is time consuming
and expensive

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Formulate the
research
questions or
hypothesis
Define the
population
in question
Select an
appropriate
sample from
the
population
Establish
a
quantificatio
n system
Train coders and
conduct a
pilot study
Select and
define a
unit of
analysis
Construct the
categories of
content to be
analyzed
Analyze the
collected
data
Code the
content
according to
established
definitions
STEPS IN CONTENT ANALYSIS

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And lastly…
Draw conclusions and search for
indications

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QUALITATIVE AND
QUANTITATIVE
APPROACH

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Quantitative Qualitative
Seek to confirm hypotheses about
phenomena
Seek to explore phenomena
Instruments use more rigid style of
eliciting and categorizing
responses to questions
Instruments use more flexible,
iterative style of eliciting and
categorizing responses to
questions
Use highly structured methods
such as questionnaires, surveys,
and structured observation
Use semi-structured methods
such as in-depth interviews,
focus groups, and participant
observation
To quantify variation To describe variation
To predict causal relationships To describe and explain
relationships
To describe characteristics of a
population
To describe individual
experiences and describe
group norms

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Quantitative Qualitative
Closed-ended Open-ended
Numerical (obtained by assigning
numerical values to responses)
Textual (obtained from
audiotapes, videotapes, and
field notes)
Study design is stable from
beginning to end
Some aspects of the study are
flexible (for example, the
addition, exclusion, or wording
of particular interview questions)
Participant responses do not
influence or determine how and
which questions researchers ask
next
Participant responses affect how
and which questions
researchers ask next
Study design is subject to statistical
assumptions and
conditions
Study design is subject to data
collection and research
questions and are adjusted
according to what is learned

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Thank You 