Content Analysis

Definition According to Burleson (1952) Content analysis is a research technique for the objective syste!ic and quantitative descri"tion of the !anifest content of co!!unication# ("$1%) &ansen et al$ (199%) "ointed out that content analysis is a !ethod for analy'ing te(ts# (&ansen et al$ 199% "$99)$ )ri""endorf (19%*) revealed that content analysis is a research technique for !a+ing re"licable and valid inference fro! data to their conte(t# ("$ ,)$ Budd et al$ (19-9) defined content analysis as a syste!atic technique for analy'ing overt co!!unication behaviors of selected co!!unicator# (""$ ./0)$ 1tuart &all (1905) suggested a co!bination a""roach for content analysis that i!!erses both qualitative and quantitative !ethodologies for reducing their shortco!ings and for deducing !ore authentic results data ("$ %.)$ Content Analysis is a docu!entary !ethod that that ai!s at a qualitative and quantitative analysis of the te(ts "ictures fil!s and other for!s of verbal visual or 2ritten co!!unication$ 3ualitative technique 4 a subjective technique for instance !otives attitudes and values 3uantitative technique/ ti!e frequency and duration of an event

Two types Manifest content refer to visible surface te(t the actual "art of the te(t as !anifest in the docu!ent 2ords sentences "aragra"hs and so on$ 5requency of units a""ears 4 ho2 !any ti!es 2ords 6a+istan a""ears in an editorial or ne2s etc$ Latent content underline !eaning conveyed through the docu!ent$/researcher read bet2een the lines identify hidden !essage$ /1tudy of !eanings Steps in content analysis 1. Selection of the research topic 2$ Formulation of the research topic (hy"othesis construction) .$ Research design sa!"le si'e data analysis technique chec+ing reliability

,$ Collection of data frequency "ro!inence direction Chosen units appears in te!t Fre"uency of appearance #$aluation of the unit % positi$e neutral negati$e &. Analysis and interpretation Co!"arison of frequencies Analysis of sy!bols and indicators collected Analysis of values Analysis of direction Construction of categories 7ata collection can only be "ossible 2ith the hel" of categories$ Category is a set of criteria 2hich are integrated around a the!e or idea$ Topic' (ar on terroris! Categories. (1) 8$1 "olicy to2ards 6a+istan (2) 6a+istan i!age )nit of Analysis and Coding' 1!all grou" for instance editorials ne2s ite!s colu!ns etc$ Latent coding 9!eaning infor!ation bet2een the lines Manifest' coding a""arent !eaning general reading :ethods 3uantitative analysis 3ualitative Analysis *uantitati$e analysis Descripti$e analysis counting the frequency in a""earance of certain ele!ents Categorical analysis' set categories "roducing no!inal and ordinal data +alence Analysis' in$ol$ed !ulti/ste" scales based on theoretical criteria$ ;n favor or against Conte!tual analysis' analy'e 2hole te(t

3ualitative Analysis
Summary #!plication ' full te(t or "art of it Structuration' 6utting !aterial in so!e +ind of order ,-.ecti$e' intervie2 fa!ily thera"y Computer and content Analysis <his !ethod largely deals to a large e(tent 2ords and sy!bols 4identify occurrence and frequency of units/2ords s"ecial "hrases Co!"uter general in"uirer no need for coders ()=;C/ )>? =@A7 ;B <>C<) :=@C/ )>? =@A7 @8< @5 <>C<)

Strengths Bo effect on res"ondents =hen access to research to"ic or research units is not "ossible 4 research to"ic !ight not be accessible 7oes not require res"ondents Bo one can eli!inate research bias <e(t are available for testing or retesting Do2 cast !ethod than survey Dess biased 4nu!erical nu!bers su""ort data (ea/ness 1o!e docu!ent are nor available diaries "ersonals letters 1!all grou" of "eo"le or "eriod of ti!e not a re"resentative data Cannot study unrecorded event 4only based on docu!ents 7ocu!ents are often not co!"lete Dess suitable for co!"arison than other !ethods :ay be a coder bias