content analysis

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CONTENT ANALYSIS

• Roll no
• 37
• 38
• 39
• 41

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1. Content analysis and its uses
2. Process of content analysis
3. Types or techniques of content analysis
4. Strength and weakness of content analysis

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First Roll No 37
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Content analysis (introduction)

• Content analysis is a technique for examining the
  content or information and symbols contained in
  written documents or other communication media
  (e.g., photographs, movies, song lyrics,
  advertisements).
• To conduct a content analysis, we identify
  a body of material to analyze (e.g., school
  textbooks, television programs, newspaper
  articles) . then create a system for recording
  specific aspects of its content.
• Content analysis is a nonreactive method because
  the creators of the content didnt know whether
  anyone would analyze it.
• Content analysis lets us discover and
  document specific features in the content of a
  large amount of material that might otherwise go
  unnoticed. We most frequently use content
  analysis for descriptive purposes, but
  exploratory or explanatory studies are also
  possible .

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Definition of content analysis

• Research in which the content of a communication
  medium is systematically recorded and analyzed.
• The content that is analyzed can be in any form
  to begin with, but is often converted into
  written words before it is analyzed.
• The original source can be printed publications,
  broadcast programs, other recordings, the
  internet, or live situations.

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Uses of content analysis

• Reveal international differences in
  communication content
• Detect the existence of propaganda
• Identify the intentions, focus or communication
  trends of an individual, group or institution
• Describe attitudinal and behavioral responses to
  communications
• Determine psychological or emotional state of
  persons or groups

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Next Roll no 38
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Process of content analysis

• Content analysis is a research technique for
  systematically analyzing written or recording
  communication. It has been used to study books,
  essays. news articles, speeches, pamphlets and
  other written material. Despite its name, content
  analysis is more of a data reduction technique
  than an analytical one because it breaks down
  lengthy text material into more manageable units
  of data. One can use different modes such as
  transcripts of interviews/discourses, protocols
  of observation, video tapes and written documents
  for communication. The method of analysis
  comprises following 8 steps
  

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• 1 Preparation of data
• State research questions
• All the data collected be transcribed or not.
• Should verbalizations be transcribed literally.
• Should observations be transcribed as well.
• Select sample of text material
• Read and Review the material

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2.Defining the unit or theme of
analysis3.Developing categories and coding
scheme4.Pre-testing the coding scheme on
sample5.Coding all the text6.Assessing the
consistency of coding employed7.Drawing
inferences on the basis of coding or
themes8.Presentation of results
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Next roll no 41
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Type of content analysis
Conceptual analysis Procedural analysis Relational analysis Emotional analysis
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Conceptual analysis

• What concept are presented in text or set of
  text.
• Also known as thematic analysis
• the focus here is on looking at the occurrence of
  selected terms within a text or texts
• Explicit
• Implicit
• Methods
• 1.Dictionaries (Harvard and Lass well
  dictionaries)
• 2.Translation rules.
• Strength
• Totally automated and applied to vast amount of
  data
• Weakness
• Words with Same frequency and very different
  meaning
• Less effective at micro level

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Procedural analysis

• What procedure or actions are presented in the
  text?
• Types
• 1.Decision based
• Single actor in a task such as chess or
  mathematics to focus what a writer is thinking
  and doing in task
• To locate implicit or explicit rules that writer
  used to perform a particular task or error they
  make
• 2.Plot based
• This is typically uses article, books, stories,
  and focuses on the story or plot.

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Relational analysis

• It focuses on both on what concepts are present
  in the text and on the relation between those
  concept.
• Examining the data among concept in the texts.
• Theoretical Approaches
• 1. linguistic
• Focus on text on the level of linguistic unit
  (single)
• Grammatically coded a text
• 2. cognitive
• Decision map
• Mental model

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Emotional analysis

• Many content have affective or emotional content
  which if ignored may reduce the validity of the
  analysis but which if attended to may increase
  the researchers ability to interpret the text.
• However , a number of difficulties in attending
  to the affective content of the text many of
  which stem from the fact that a large no of
  emotions are not semantically distinct.

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• Example
• john loves Mary, john was broken hearted when
  Mary eloped Thomas
• Emotion reveal underlying goal,
• emotions signal the occurrence of expectation
  failure.
• Emotion indicate the status of interpersonal
  relation.
• 2 goals. Becoming un-hungry and achieving goal
• 5 emotion love, hate, fear, anger, oblivion

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Next Roll no 39
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Strength of content analysis

• looks directly at communication via texts or
  transcripts, and hence gets at the central aspect
  of social interaction
• can allow for both quantitative and qualitative
  operations
• can provides valuable historical/cultural
  insights over time through analysis of texts
• allows a closeness to text which can alternate
  between specific categories and relationships and
  also statistically analyzes the coded form of the
  text
• can be used to interpret texts for purposes such
  as the development of expert systems (since
  knowledge and rules can both be coded in terms of
  explicit statements about the relationships among
  concepts)
• is an unobtrusive means of analyzing
  interactions provides insight into complex models
  of human thought and language use

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Weakness

• can be extremely time consuming
• is subject to increased error, particularly when
  relational analysis is used to attain a higher
  level of interpretation
• is often devoid of theoretical base, or attempts
  too liberally to draw meaningful inferences about
  the relationships and impacts implied in a study
• is inherently reductive, particularly when
  dealing with complex texts
• tends too often to simply consist of word counts
• often disregards the context that produced the
  text, as well as the state of things after the
  text is produced
• can be difficult to automate or computerize