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Content analysis is a systematic method for analyzing texts, often used in social and mass media to study both manifest and latent content. Its strengths include being unobtrusive, capable of handling large data sets, and allowing for both quantitative and qualitative analysis. However, it faces challenges such as difficulties in content recording, the need for clear definitions, and limitations in establishing causal relationships.

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joshbuso
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13 views1 page

288 CH12

Content analysis is a systematic method for analyzing texts, often used in social and mass media to study both manifest and latent content. Its strengths include being unobtrusive, capable of handling large data sets, and allowing for both quantitative and qualitative analysis. However, it faces challenges such as difficulties in content recording, the need for clear definitions, and limitations in establishing causal relationships.

Uploaded by

joshbuso
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

I.

​ Purposes of content analysis


A.​ A way to systematically and objectively analyze a text
-​ Any recordable message
B.​ Often used to analyze messages within social and mass media
C.​ Interaction Analysis
-​ Analyzing conversations
II. Strengths of content analysis
A.​ A mostly unobtrusive method
-does not bias or affect the data
B.​ Can analyze large amounts of data
C.​ Can analyze manifest and latent content
1.​ Manifest- characteristics of the content itself; on the surface; counting
something; quantitative
2.​ Latent- interpretations of the content; under the surface; analyzing something;
qualitative
III. Content analysis procedures
A.​ Identify the sampling units
-​ The universe (population) of messages
-​ Deciding what should be observed
B.​ Determine unit of analysis
-​ The actual “thing” being counted
C.​ Develop content categories
-​ Types of messages to be coded
-​ Need precise distinctions and definitions
D.​ Train the coders
1.​ Observers who analyze the data; ideally not the researchers
2.​ Achieve intercoder reliability >_ .70
E. Tabulate (manifest contest) and interpret (latent content) the results

IV. Weakness of content analysis


A.​ Difficult to find and/or record content
B.​ Needs clear operational definitions
C.​ Cannot make casual conclusions

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