This document defines content analysis and discusses Kerlinger's definition. Kerlinger defines content analysis as a systematic, objective, and quantitative method for studying communication. It involves treating all content in an identical manner (systematic), allowing different researchers to obtain the same results (objective), and quantifying the analysis to aid precision (quantitative). The document also lists uses of content analysis, such as identifying what exists in media, comparing media to reality, testing hypotheses, and exploring media images of minority groups.

1. Nadia Naseem
17061716-004
Presented By:
M.Phil Mass Communication
(Research Track)

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.