Content Analysis

Quantitative Research
Celina Sarmiento, PhD

 Unobtrusive Research – Does not collect data directly from people

CONTENT ANALYSIS - A study of recorded human communications
 Refers to a family of procedures for systematic, replicable analysis of text
 Can be applied to all kinds of written text such as speeches, letters or articles whether
digital or in print
 Text in pictures, videos, film or other visual media
Used to investigate:
 Substantive (content)
 What is being said in the message
 Form features of a text (formal)
 How it is being said
Two Types of Content Analysis
1. Conceptual Analysis – Analyzing the existence and frequency of concepts in human
communication
2. Relational Analysis – Analyzing the relationship of concepts in human communication
Two types of Content
1. Manifest Content – Observable content, countable components of the message
2. Latent Content – Underlying meaning of the manifest content

Prepared by:
Michael Bryan G. Rosilla