Content analysis

• Content analysis is a type of observational research
• People are studied indirectly via the communications they have produced. This may include:

  • Spoken interaction (e.g. a speech or conversation)
  • Written forms (e.g. texts or email)
  • Examples from the media (e.g. books, magazines, TV)
• Coding may produce quantitative data
• Coding is the first stage of content analysis
• Some data sets may be extremely large, so information needs to be categorised into meaningful units. This may involve counting up the number of times a particular word or phrase appears in the text to produce quantitative data. For instance, newspaper reports may be analysed for the number of times derogatory terms for the mentally ill are used, such as 'crazy' or 'mad'
• Thematic analysis produced qualitative analysis
• A theme in content analysis refers to any idea that is recurrent. These themes are more descriptive than the coding units. For instance, the mentally ill may be represented in newspapers as a 'threat to our children' or as a 'drain on the NHS'. Such themes may then be developed into broader categories, such as 'control' or 'stereotyping' of the mentally ill
• Strength: many ethical issues may not apply

  The material to study (e.g. TV adverts, films, etc.) may already be in the public domain. So there are no issues with obtaining consent, for example
• Strength: flexible method

  Content analysis can be adapted to product both quantitative and qualitative data as required. This means it is a flexible approach that can be adapted to suit the aims of the research
• Limitation: communication studied out of context

  The researcher may attribute motivations to the speaker or writer that were not intended. This is likely to reduce the validity of the conclusions drawn
• Limitation: may lack objectivity

  Content analysis may lack objectivity, especially when more descriptive forms of thematic analysis are used. Such bias may threaten the validity of the findings and conclusions. However, reflexivity is a method of addressing the lack of objectivity. Personal viewpoints are seen as an important part of the data collected