Content Analysis

• What is content analysis?

  A type of observational research studying people indirectly through qualitative data from communications.
• What types of communications can be analyzed in content analysis?

  • Spoken communication (conversation, speech, presentations)
  • Written form (texts, emails, letters)
  • Broader examples from the media (TV programs, magazines, films)
• What is the aim of content analysis?

  To summarize and describe communication systematically to draw overall conclusions.
• Why is coding important in content analysis?

  It helps categorize large data sets into meaningful units for analysis.
• What does the researcher do during the familiarization stage of content analysis?

  The researcher highlights important points of reference and annotates margins with comments.
• How does the researcher categorize excerpts in content analysis?

  By using comments made during familiarization to categorize each excerpt according to its content.
• What is an example of a category that might be identified in content analysis?

  Evidence of prejudiced language used against refugees in a newspaper.
• What is the process after categorizing data in content analysis?

  The researcher tallies each instance of the particular categories.
• What type of data can be produced from content analysis?

  Both qualitative and quantitative data, depending on the study's aims.
• What is a strength of content analysis regarding ethical issues?

  It often studies data already in the public domain, so permission is not needed.
• What is a weakness of content analysis related to objectivity?


  The identification of themes and codes is subjective, which can reduce validity.
• What does thematic analysis help to identify?

  Themes throughout qualitative data.
• What is a theme in the context of thematic analysis?

  An idea or notion that can be explicit or implicit.
• How does thematic analysis differ from content analysis in terms of data output?

  Thematic analysis produces more refined qualitative data.
• What are the steps involved in thematic analysis?

  1. Familiarize with the data.
  2. Highlight important points and annotate margins.
  3. Categorize excerpts according to content.
  4. Identify links between categories.
  5. Abbreviate themes for clarity.
  6. Critically review themes for relevance.
  7. Draw qualitative comparisons between themes.
• What is an example of a research question for a content analysis?

  What is the tabloid perspective on compulsory mask wearing in shops?
• What should researchers do after finding articles for content analysis?

  One person should code half of the articles, and another should use thematic analysis on the other half.
• What is the final step in the content analysis exercise described?

  Report the findings back to the class.
• What is the process for conducting a content analysis in a classroom setting?

  1. Think of a research question.
  2. Find 2-4 relevant articles online.
  3. One person codes half of the articles.
  4. Another person uses thematic analysis on the other half.
  5. Write a brief conclusion of the research.
  6. Report findings back to the class.