content analysis

• content analysis:

  observational research technique that enables the indirect study of behaviour by examining communications that people produce e.g text, emails, tv, film, and other media
• coding:

  initial stage of content analysis and it involves the analysis of communication that is being studied. it is analysed by identifying the chosen categories such as words, sentences, and phrases by counting up the amount of times it appears producing quantitative data
• thematic analysis:

  forms of content analysis and produces qualitative data. involves identification of key themes. these themes often emerge once the data has been coded. likely to be more descriptive than coding. after the researcher is satisfied with themes may collect more to assess validity. if new data explains adequately researcher write up final report and uses direct quote to demonstrate theme
• +can circumnavigate ethical issues. many of the material needed to be studied exist within the public domain, therefore no issue obtaining permission. such communications can give the research high external validity as the material is from the outside world. also may access data of sensitive nature provided that the authors consent its use. flexible and can provide both quantitative and qualitative data
• -tend to be studied indirectly as part of content analysis so communications they produce usually analysed outside of the context it occurred. there is the danger that it is subject to researcher bias and opinions as they may attribute opinions that the writer did not intended. many modern researchers are clear about their own biases and preconceptions that influence research process, often make reference to these as part of final report. may lack objectivity when descriptive thematic analysis used