Content Analysis Manual content analysis- hand coded and not automated. Content Analysis Background · Approach to analysis of documents and texts (which may be printed, visual or audio) that seeks to quantify content in terms of pre-determined categories and in a systematic and replicable manner . It came on scene with work of Harold D Lasswell: 'who says what through which channel to whom with what effect' . ... influenced by developments of mass media . ... initial concern with word counts . ... now operates with coding categories - both latent and manifest . Most prominent approaches are Neuendorf 2002 and Krippendorff 2012 and Rifle et al 2013 What is Content Analysis? Research technique for objective, systematic and quantitative description of the manifest content of communication (Berelson 1952) Classification of symbolic material by scientifically trained observers who should judge with the assistance of explicit classification and procedural rules, which parts of the textual material fall within the categories of the research schema and are truly characteristics of the available content analyses (Ritsert 1972). · clearly identified rules of assigning raw material to categories · clear set of steps · transparency in procedure of assigning raw materials to categories · used for analysing larger sets of text Content Analysis Has Been Used to Research: · advertising cartoons · newspapers · children's tv · magazines · music videos · discussion forums corporate strategy documents · speeches · sit-coms · music lyrics · soap operas · sports programming · television drama · news and current affairs · tweets · memes
Why Do We Do Content Analysis? · To understand self-representations of people, companies, organisations, issues, etc · Representation matters - how we're seen determines how in part how we are treated, how we treat others is based on how we see them, such seeing comes from representation- dyer · Can highlight bias or unfairness in news coverage- anti semitic, racism, sexism, negativity, party political bias · Can understand hidden messages media projects Purpose of Content Analysis Diagnostic · identifying issue, problem, source · evaluating media performance Reflexive . it is reflexive of society, comparing media content with actual world . media content as reflection of social and cultural values and beliefs Prognostic · wants to say something about audiences' reaction · hypothesising functions and effects of media E Content analysis can't establish cause and effect, can't tell you anything about intentions of messages producers, can't tell you anything about what's happening in newsroom or editing room. Why Use Content Analysis? 1. Unobtrusive method, non-reactive, accessible 2. accommodates relatively modest resources 3. flexible method 4. longitudinal analysis with ease 5. transparent research method-replication Steps Involved in Manual Content Analysis 6. Decide topic of interest 7. Data collection- how do you do that (news or advertising databases? archives?) fi. Decide on what to count (units of analysis, units of measurement, values) 9. Define these categories and develop a coding scheme (use a pilot study) 10. Check coding is consistent (develop code book) 11. Decide