Content Analysis

• What is the primary focus of content analysis?

  Studying human behavior indirectly through produced materials
• How does content analysis provide insight into society?

  By examining structured values, beliefs, and prejudices in produced materials
• What are the steps to conduct a content analysis?

  1. Identify hypothesis to investigate
  2. Create a coding system (e.g., 1=male, 2=female)
  3. Gather resources
  4. Conduct content analysis and record data in a table
  5. Analyze data using thematic analysis
  6. Write up a report in scientific format
• What type of data does content analysis produce?

  Both quantitative and qualitative data
• Why is external validity considered strong in content analysis?

  Because the data is already in the real world, providing high mundane realism
• What is a benefit of having a large data set in content analysis?

  It is easy to analyze
• What ethical issues are avoided in content analysis?

  Issues like right of privacy, confidentiality, and informed consent
• What is a limitation of content analysis regarding observer bias?

  Observer bias can be present but can be eliminated by achieving inter-observer reliability
• How can the choice of content to analyze introduce bias?

  The researcher may have a bias in selecting the content
• What is interpretative bias in content analysis?

  It occurs when the researcher pays extra attention to some aspects while ignoring others
• What are the strengths and limitations of content analysis?

  Strengths:

  • Strong external validity
  • Produces large data sets (quantitative and qualitative)
  • Easy replication
  • Avoids ethical issues

  
  

  Limitations:

  • Observer bias
  • Potential researcher bias in content choice
  • Interpretative bias