Content analysis is a method for dealing systematically with the contents of documents.
It is best known for its use in analysing documents produced by the mass media, such as television news bulletins or advertisements.
Although such documents are usually qualitative, content analysis enables the sociologist to produce quantitative data from these sources.
Content analysis is used by those positivists and interprevists as it deals with both qualitative and quantitive data
Content analysis is used to measure paticular aspects of a media message for example how many female characters are presented as being in paid employment
decide on categories of women
study source (show) and place characters into categories we have decided on
count number in each category and compare how often women are portrayed as different roles
