CONTENT ANALYSIS

CONTENT ANALYSIS

1. WHAT IS CONTENT ANALYSIS?

   • Content analysis is an extremely broad area of research.
   • Can be used as a powerful research tool.

2. BASIC PRINCIPLES

   • To conduct a content analysis
   • The data are coded or grouped
   • The textual data are interpreted
     • And the analysis provided.

3. CONCEPTUAL ANALYSIS: QUANTITATIVE METHOD.

   • This approach examines either the incidence
     • Or the frequency of concepts in a text.
   • obtain an effective conceptual analysis.

4. STAGES

   • 1. Deciding on the unit(s)/the level of analysis
     • 2. Identifying the concepts.
       • 3. Defining the concepts.
         • 4. Coding for incidence or frequency?
           • 5. Establishing coding rules
             • 6-7. Trawling through and coding the information
               • 8. Analyzing the results

5. QUALITATIVE CONTENT ANALYSIS

   • Qualitative research is concerned with capturing the richness
     • and describing the unique complexities, of data.
   • It is often the case that themes and issues can be established

6. DIFFERENT APPROACHES TO CONTENT ANALYSIS.

   • Conceptual analysis.
   • Relational analysis

7. CONTENT ANALYSIS IN ACTION

   • The analysis allowed the research team
     • to begin to develop an understanding of why some issues are reported
       • in the media more than others.