CONTENT ANALYSIS

CONTENT ANALYSIS

1. WHAT IS IT?

   • According to Bryman,
     • A research technique that aims to quantify content in terms of predetermined categories in a systematic and replicable matter
   • According to Treadwell
     • A quantitative, systematic and objective technique for describing the manifest content of communications
       • quantitative: we must count occurrences of whatever we are interested in
       • systematic: we must count all relevant aspects of the sample
       • objective: we select units for analysis and categorize them using clearly defined criteria
       • manifest: means tangible + observable
         • NOT abstract or latent (hidden)

2. PROS/CONS

   • PROS
     • possible to content-analyze almost any recorded medium
     • can have 100% reliability if using computers
     • unobtrusive approach (discreto)
   • CONS
     • only addresses questions of content + has application if used for comparisons
     • Validity can be problematic
       • in terms of relating its findings to the external world

3. 8 STEPS

   • 1. Develop a RQ + Hypothesis to guide the analysis
   • 2. Define the content to be analyzed (both as theoretical interest + practical matter)
     • Not all questions are manifest (straightforward)
       • To measure a latent concept, need multiple indicators
   • 3. Sample the content
   • 4. Select units for coding (components of content sampled for study)
     • 4 Units
       • Unit of analysis: Level of the research question. Content
         • EXAMPLE: ‘What are the nationalities of quoted political leaders in the coverage of the missing Saudi journalist Khashoggi in international newspapers? Unit of analysis?
       • Sampling unit: list from which specific samples will be drawn
         • International newspapers
       • Registration unit: what we measure
         • Sentence in which an actor is quoted
       • Context unit: how much ‘surrounding information’ do you take into account?
   • 5. Develop a coding scheme (a systematic way of classifying/ categorizing units of analysis)
     • Categories must NOT overlap
     • No unit can be coded twice
     • Goal: to come up with a codebook that is reliable (leads to consistent results)
       • 1 coder: intra coder reliability (within)
         • Same content is coded at two different moments in time
       • Multiple coders: inter coder reliability (between)
         • Different coders code the same content and compare afterwards
   • 6. Assign each occurrence of a unit in the sample to a code in the coding scheme
   • 7. Count occurrences of the coded units
   • 8. Report results