Content analysis is a technique for systematically analyzing and quantifying media content. It involves defining units of analysis, developing a coding scheme to categorize the units, coding a sample of media, and analyzing the results. The method is quantitative, systematic, objective, and replicable. It allows researchers to make generalizations about media content but is limited to analyzing manifest or observable content only. Interaction analysis applies content analysis techniques to analyze interactions and behaviors within groups.

1. Introducing Communication Research 2e © 2014 SAGE Publications
Chapter Twelve
Content Analysis: Understanding
Text and Image in Numbers

2. Key Concepts
“Content analysis” refers to –
▫ specific quantitative procedures for coding and
counting media content, or . . .
▫ more generally, to any research into media
content.
Key concepts include –
▫ quantitative
▫ systematic
▫ replicable
▫ manifest content
Introducing Communication Research 2e © 2014 SAGE Publications

3. Content Analysis
A technique for describing the manifest
content of communications.
▫ quantitative
▫ systematic
▫ objective
▫ replicable
Introducing Communication Research 2e © 2014 SAGE Publications

4. Content Analysis: Strengths &
Weaknesses
STRENGTHS WEAKNESSES
Systematic, rigorous coding &
counting.
Addresses only questions of
content.
Research material usually
readily available.
Useful only when used for
comparisons.
Generally, research on human
subjects approvals not required.
Favors counting over the search
for meaning.
Seeks to make generalizations
about content.
Problematic with abstract or
latent content.
Introducing Communication Research 2e © 2014 SAGE Publications

5. Content Analysis
• Quantitative
▫ Count occurrences of interest.
• Systematic
▫ Count all relevant aspects of the sample.
▫ No arbitrary sampling.
• Objective
▫ Categorize units using clearly defined
criteria.
• Manifest
▫ Count the tangible and observable.
Introducing Communication Research 2e © 2014 SAGE Publications

6. Content Analysis Units
• Physical
▫ Occupy observable space or time such as a
comic strip.
• Syntactical
▫ Language components such as words or
sentences.
• Referential
▫ Persons such as a specific cartoon character.
Introducing Communication Research 2e © 2014 SAGE Publications

7. Content Analysis Units - cont.
• Propositional
▫ structures such as stories or dramas.
• Thematic
▫ broad topics within a structure, such as
relationships with the boss or peers.
Introducing Communication Research 2e © 2014 SAGE Publications

8. Content Analysis: Steps
• Define research question.
• Define universe to sample from.
• Define units
▫ e.g. people, themes, words, or time on a topic.
• Define categories for each unit,
▫ e.g. people as old, middle-aged or young.
• Check inter-coder reliability.
• Coding.
• Analysis.
Introducing Communication Research 2e © 2014 SAGE Publications

9. Content Analysis: Rules
• Categories must not overlap
• No unit can be coded twice.
• Report the number of occurrences recorded for
each category.
Introducing Communication Research 2e © 2014 SAGE Publications

10. Interaction Analysis
• Aims to capture and report –
▫ interactions among members of a group
▫ different roles that group members play.
• Three categories of group behavior –
▫ task-oriented
▫ group-oriented
▫ self-centered.
Introducing Communication Research 2e © 2014 SAGE Publications

11. Chapter Summary
Content analysis –
The systematic sampling, coding, and analyzing
of media content.
• Define research question
• Define universe to sample from
• Define units e.g. people, words, or space / time on a topic
• Define categories for each unit, e.g. people – male, female
• Check inter-coder reliability
• Coding and analysis
Interaction analysis – content analysis applied to
recorded group behaviors.
Introducing Communication Research 2e © 2014 SAGE Publications

12. Vocabulary Review
• Coding scheme
• Interaction analysis
• Latent
• Manifest
• Physical units
• Propositional units
• Referential units
• Syntactical units
• Thematic units
• Units
• Universe
Introducing Communication Research 2e © 2014 SAGE Publications

13. Web Resources
• Annenberg–Robert Wood Johnson Coding of
Health and Media Project -
www.youthmediarisk.org
• Center for Media and Public Affairs -
http://www.cmpa.com/about_methods.htm
Introducing Communication Research 2e © 2014 SAGE Publications