Content Analysis

• AO1 1

  Form of indirect observation. Research technique used to examine secondary data, usually different media sources such as magazine articles, books, diaries and TV programmes. Involves taking this qualitative data and converting it into quantitative data
• AO1 2

  The researcher creates categories/coding units beforehand to measure common themes of the content. Researchers will then read through this qualitative data and analyse this by applying the coding units to uncover themes within the sources
• AO1 3

  Researchers count the frequency of particular coding units by tallying the number of times a coding unit appears within the source using categories e.g. how often a male is aggressive
• Eval

  :) Quicker

  :) Ethics

  :( Quantifying qualitative data so loss of meaning

  :( Researcher bias