Content Analysis Flashcards
What is Content Analysis?
The study of human behaviour by the indirect study of things we produce such as TV ads and newspapers
What does content analysis look at?
The type of language/ descriptions/ themes used in artifacts in real life
What is the first stage of content analysis?
Identify your hypothesis
What system is created?
A coding system
What is a coding system?
List of words/ attitudes/ phrases you are looking for
How can themes be identified within Content Analysis?
Coding with colours or symbols to show patterns or trends
What type of report should the findings of a Content Analysis be written up in?
Scientific report
What are strengths of Content Analysis?
Replicable
High external validity- uses real world data so had high mundane realism
Large amounts of data which is easy to analyse
Ethical issues are avoided- confidentiality, informed consent as data already public
What are limitations of Content Analysis?
Observer bias
Content of choice can be affected by researcher bias
Interpretative bias- researcher ignores some things but pays extra attention to others
