Content Analysis Notes (for Revision)

1422 WordsMar 7, 20126 Pages
Content Analysis Warning: The information below is only for revision purposes to get a better understanding on the description and application of content analysis. Not to be referenced (hence no references are provided) in any coursework as information is taken from a number of other sites with some being of questionable viewpoints. This is really for exam revision Content analysis is a research tool used to determine the presence of certain words or concepts within texts or sets of texts. Researchers quantify and analyze the presence, meanings and relationships of such words and concepts, then make inferences about the messages within the texts, the writer(s), the audience, and even the culture and time of which these are a…show more content…
Though content analysis was regularly performed in the 1940s, it became a more credible and frequently used research method since the mid-1950's, as researchers started to focus on concepts rather than simply words, and on semantic relationships rather than just presence (de Sola Pool, 1959). The process of a content analysis According to Dr. Klaus Krippendorff (1980 and 2004), six questions must be addressed in every content analysis: 1. Which data are analysed? 2. How are they defined? 3. What is the population from which they are drawn? 4. What is the context relative to which the data are analysed? 5. What are the boundaries of the analysis? 6. What is the target of the inferences? The assumption is that words and phrases mentioned most often are those reflecting important concerns in every communication. Therefore, quantitative content analysis starts with word frequencies, space measurements (column centimeters/inches in the case of newspapers), time counts (for radio and television time) and keyword frequencies. However, content analysis extends far beyond plain word counts, e.g. with Keyword In Context routines words can be analysed in their specific context to be disambiguated. Synonyms and homonyms can be isolated in accordance to linguistic properties of a language. Qualitatively, content analysis can
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