content analysis & thematic analysis

• content analysis

  A type of structured observation that is specific to qualitative media e.,g., tv shows. The qualitative data used is turned into quantitative data for the findings.

  A content analysis shows us how many times something happens.
• content analysis - process

  1. collect + transcribe data

  2. do a pilot (familiarise yourself with the data)

  3. create coding categories (what you are looking for in the data e.g., GSOH)

  4. read back through transcribes and tally every time something from the coding categories are mentioned

  5. compare the tally and make a conclusion
• content analysis - AO3

  Strength(s):

  -quantitative data collected is easy to compare.

  -can test reliability with inter-rater reliability.

  
  

  weakness(es):

  -quantitative data lacks detail and validity.

  -the coding categories could be subjective.
• thematic analysis


  A type of structured observations specific to qualitative data e.g., tv shows. The findings of a thematic analysis remain qualitative as things like quotes are used to draw conclusions from. Can give a more detailed understanding than content analysis.
• thematic analysis - process

  1. collect + transcribe data

  2. do a pilot (familiarising yourself with the data)

  3. create categories based on the themes seen throughout the sources

  4. identify some quotes that show these themes

  5. make a written report (use the quotes to explain what they mean/ conclude)
• thematic analysis - AO3

  Strength(s):

  -qualitative data is collected - more detailed, increased validity.

  
  

  Weakness(es):

  -harder to analyse + compare.

  -the themes are subjective.