This document discusses various methods of analyzing content, discourse, and themes. It defines content analysis as objectively counting aspects of content to evaluate it. Content analysis can be used to identify intentions, behaviors, psychological states, and patterns. Discourse analysis examines language in texts and conversations beyond the sentence level. Thematic analysis emphasizes identifying and examining patterns or themes within qualitative data through a process of coding.

1. Что нас ждет?
CONTENT ANALYSIS.
DISCOURSE ANALYSIS.
THEMATIC ANALYSIS
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2. Content analysis is a method for
summarizing any form of content by
counting various aspects of the content. This
enables a more objective evaluation than
comparing content based on the impressions
of a listener.
“Any technique for making inferences by
systematically and objectively identifying
special characteristics of messages.” (from
Holsti, 1968)
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What is content analysis?

3. Uses of
Content
Analysis
Identify the intentions, focus or communication trends of an
individual, group or institution
Describe attitudinal and behavioral responses to communications
Determine psychological or emotional state of persons or groups
Reveal international differences in communication content
Reveal patterns in communication content
Pre-test and improve an intervention or survey prior to
launchAnalyze focus group interviews and open-ended questions to
complement quantitative data

4. Conceptual analysis determines the existence
and frequency of concepts in a text.
Relational analysis develops the conceptual analysis further
by examining the relationships among concepts in a text.
TYPES OF CONTENT
ANALYSIS
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Conceptual Analysis
Typically people think of conceptual analysis when they think of
content analysis. In conceptual analysis, a concept is chosen for
examination and the analysis involves quantifying and counting
its presence. The main goal is to examine the occurrence of
selected terms in the data. Terms may be explicit or implicit.
Explicit terms are easy to identify. Coding of implicit terms is
more complicated: you need to decide the level of implication
and base judgments on subjectivity (issue for reliability and
validity). Therefore, coding of implicit terms involves using a
dictionary or contextual translation rules or both.
Relational analysis begins like conceptual analysis, where a concept is
chosen for examination. However, the analysis involves exploring the
relationships between concepts. Individual concepts are viewed as
having no inherent meaning and rather the meaning is a product of
the relationships among concepts.
To begin a relational content analysis, first identify a research question
and choose a sample or samples for analysis. The research question
must be focused so the concept types are not open to interpretation
and can be summarized. Next, select text for analysis. Select text for
analysis carefully by balancing having enough information for a
thorough analysis so results are not limited with having information
that is too extensive so that the coding process becomes too arduous
and heavy to supply meaningful and worthwhile results.

5. The word “discourse” is usually
defined as “language beyond
the sentence” and so the
analysis of discourse is typically
concerned with the study and
interpretation of language in
texts and conversation.
03 Discourse analysis

6. IN ORDER TO INTERPRET AND DECODE MEANING WE NEED TO
PROCESS:
Texts must have a
certain structure
that depends on
factors quite
different from
those required in
the structure of a
single sentence.
Some of those
factors are
described in terms
of cohesion, or the
ties and
connections that
exist within texts.
Cohesion
The key to the
concept of coherence
is not something that
exists in words or
structures, but
something that exists
in people. It is people
who “make sense” of
what they read and
hear.People try to
arrive at an
interpretation that is
in line with their
experience of the way
the world is.
Coherence
Hedges can be
defined as words or
phrases used to
indicate that we’re
not really sure that
what we’re saying is
sufficiently correct or
complete.We can use
sort of or kind of as
hedges on the
accuracy of our
statements, as in
descriptions such as
“The book cover is
sort of yellow”
(rather than “It is
yellow”).
Hedges
When we try to
analyze how
hedges work,
we usually talk
about speakers
implying
something that
is not
said.Consider
the following
example.
Implicatur
e
KnowledgeIt is
noticeable that, in
order to describe the
conversational
implicature involved
in statement, we
had to appeal to
some background
knowledge (about
exams, studying and
partying) that must
be shared by the
conversational
participants.
Background
A schema is a general
term for a conventional
knowledge structure
that exists in memory.
We were using our
conventional
knowledge of what a
school classroom is like,
or a “classroom
schema,” as in the
above example.A script
is essentially a dynamic
schema.
Schemas and
Scripts

7. THEMATIC ANALYSIS
Thematic analysis is the most common form of analysis in qualitative
research
•It emphasizes pinpointing, examining, and recording patterns (themes)
within data • Themes are patterns across data sets that are important to
the description of a phenomenon and are associated to a specific research
question
• The themes become the categories for analysis
• Thematic analysis is performed through the process of coding in six
phases to create established, meaningful patterns.
These phases are: familiarization with data, generating initial codes,
searching for themes among codes, reviewing themes, defining and
naming themes, and producing the final report.
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8. THEMATIC ANALYSIS
This is a qualitative analytical method for organising,
describing and interpreting data. It is a very lengthy
process as is painstaking and each item is gone through
repeatedly and with careful consideration.
The analysis of qualitative data often starts with collecting the data, and
transcribing it (writing it out).The researcher familiarises themselves
with it – reading it several times.Code the data, and put into
categories.The researcher looks for recurring themes and patterns
which run through and link the data.He provides examples to illustrate
the themes. Writes a report.