4.2.3 CONTENT ANALYSIS

Question 1

what is content analysis?

Answer 1

• a research tool used to indirectly observe the presence of certain words, images / concepts within the media

Question 2

what do researchers do during content analysis?

Answer 2

• researchers quantify and analyse the presence / meanings / relationships of words and concepts
• make inferences about the messages within the media / the writer(s) / the audience / culture and time of which these are a part

Question 3

how do you conduct a content analysis?

Answer 3

to conduct a content analysis on any such media

• the media is coded / broken down into manageable categories on a variety of levels
• and then examined