Content analysis is a research method used to systematically analyse the content of communication. It is a form of indirect observation, where the researcher studies artefacts such as books, adverts, or TV programmes rather than observing people directly. The process involves selecting a sample (e.g. Certain TV channels or magazines), identifying behavioural categories (e.g. Gender roles), and then either counting how often each category appears (quantitative analysis) or describing examples in depth (qualitative analysis). this method helps identify patterns or trends in media content, such as gender stereotypes or portrayals of drug use
