CONTENT ANALYSIS

CONTENT ANALYSIS

1. DEFINITION

   • Content analysis is an extremely broad area of research, its coverage includes both quantitative and qualitative approaches to analysis
   • It is a research technique for making replicable and valid inferences from data to their contex

2. POTENTIAL

   • It is a research technique that aims to be objective, systematic and quantitative in the study of the manifest content of communication

3. SOURCES

   • Results of past research with different research tools

4. PROCEDURE

   • Defining the universe and the sample
   • Establish and define units of analysis
   • Establish and define categories and subcategories

5. QUANLITATIVE MODALS

   • capturing the richness
   • describing the unique complexities of data
   • complex numerical analysis
   • very precise results.

6. QUANTATIVE MODALS

   • They are much more objective and independent, since they are less subject A subjective interpretations.
   • Allow teamwork
   • They can use the computer

7. USES

   • Description of the components of an information
   • Hypothesis testing on the characteristics of a message.
   • Comparison of media content with the real world
   • Evaluation of the image of specific social groups
   • Establishment of a starting point for studies on media effects.