Content Analysis

Quantitative Results
Statistical Analysis

Content analysis provides information related to newspaper promotions, stories, photographs, displays and classified advertisements, etc. All of these fall in the scope of the study of Content analysis. Content analysis consists of counting and classifying content.

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In Content analysis, the researcher gathers information about the entire paper. This information includes the number of pages, the number of sections, etc. Then, an in-depth Content analysis is performed by the researcher on each content item.

The researcher in Content analysis analyzes each story in terms of its attributes, including topics, sources treatments, writing styles, etc. The researcher in Content analysis analyzes newspaper promotions for things like type, color, topic and size.

The researchers conduct content analysis for certain reasons. These reasons are as follows:

  • Content analysis is usually carried out to study the discrepancy in the trends of the content with respect to time.
  • Content analysis is carried out to describe the reasons why the readers focus on certain topics of the content.
  • Content analysis can be used to make comparisons on international differences.
  • Content analysis helps in comparing group differences in the content.
  • Content analysis can expose the usage of biased terms in the research. Such biased terms can influence the opinions or behaviors of people.
  • Content analysis is also useful in the testing of hypotheses about the cultural and symbolic usages of terms in the content.
  • Content analysis helps the researcher for purposes of coding as well. Coding on open ended questions is done with the help of Content analysis.

There are certain terms that are used in content analysis that are helpful in understanding Content analysis. For example, unitizing in content analysis is a process in which the investigator establishes uniformity in the analysis. Thus, the researcher in content analysis unitizes the words, sentences, paragraphs, etc.

Sampling is one of the crucial weapons in content analysis. The sampling plan in Content analysis is designed to minimize the distortion caused in some particular content due to certain major events, etc. In Content analysis, the content is generally enormous. Thus, the researcher utilizes the technique of sampling in order to make his content in content analysis less complicated. The theory behind sampling in content analysis consists of counting. This involves development of different kinds of similar-meaning terms.

Inference is a major part of content analysis. A contextual phenomenon in content analysis must be analyzed in order to obtain a valid inference of the context for findings.

Content analysis involves conclusions that are usually communicated by the researcher in a narrative manner.

There are basically two assumptions in content analysis. First, content analysis is generally assumed to be subjected to the problems of sampling. Second, content analysis is assumed to be based upon the context for words and meanings.

There are certain software resources for conducting content analysis. These include the following:

  • ATLAS.ti is used in content analysis as software for text analysis and model building.
  • The General Inquirer is the classic package for content analysis.
  • Intext and TextQuest is software developed by Harald Klein for content analysis.