Quantitative or formal content analysis

Quantitative or formal content analysis

1. Counting the frequency of particular words/images/themes

2. Lobban- Content analyses of children's books to highlight how boys are usually shown in active, creative and practical roles, whereas girls are shown as passive, domestic and followers.

   • However, recently more books have been written to avoid this stereotype

3. Strengths

   • Mass media reports are readily available/accessible/free
   • It is regarded reliable method, especially if a research team cross-checks its use of the content analysis schedule to help to determine what constitutes a category.
   • Non reactive and unobtrusive method, the document is not affected by the fact you are using it and no human sample is directly involved in the reaearch

4. Weaknesses

   • Coding results are the end product of personal interpretation which may be unconsciously influenced by the political and ideological values of the researchers.
   • If researchers look hard enough for something there is a good chance they will find it.
   • Analysing reports tells us very little about the effect on audiences
   • content analysis ignores why the media report was produced in the first place.