Introducing Communication Research 2e © 2014 SAGE Publications

Chapter TwelveContent Analysis: Understanding Text and Image in Numbers

Key Concepts

“Content analysis” refers to –▫specific quantitative procedures for coding

and counting media content, or . . . ▫more generally, to any research into media

content.Key concepts include –

▫quantitative▫systematic▫replicable ▫manifest content

Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis

A technique for describing the manifest content of communications. ▫quantitative▫systematic▫objective▫replicable

Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis: Strengths & Weaknesses

STRENGTHS WEAKNESSES

Systematic, rigorous coding & counting.

Addresses only questions of content.

Research material usually readily available.

Useful only when used for comparisons.

Generally, research on human subjects approvals not required.

Favors counting over the search for meaning.

Seeks to make generalizations about content.

Problematic with abstract or latent content.

Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis •Quantitative

▫Count occurrences of interest.•Systematic

▫Count all relevant aspects of the sample.

▫No arbitrary sampling.•Objective

▫Categorize units using clearly defined criteria.

•Manifest▫Count the tangible and observable.

Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis Units

•Physical▫Occupy observable space or time such as

a comic strip.

•Syntactical▫Language components such as words or

sentences.

•Referential▫Persons such as a specific cartoon

character.

Introducing Communication Research 2e © 2014 SAGE Publications

Content Analysis Units - cont.

•Propositional▫structures such as stories or dramas.

•Thematic▫broad topics within a structure, such as

relationships with the boss or peers.

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Content Analysis: Steps • Define research question.• Define universe to sample from. • Define units

▫ e.g. people, themes, words, or time on a topic.

• Define categories for each unit,▫ e.g. people as old, middle-aged or young.

• Check inter-coder reliability.• Coding.• Analysis.

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Content Analysis: Rules

•Categories must not overlap

•No unit can be coded twice.

•Report the number of occurrences recorded for each category.

Introducing Communication Research 2e © 2014 SAGE Publications

Interaction Analysis

•Aims to capture and report – ▫interactions among members of a group▫different roles that group members play.

•Three categories of group behavior –▫ task-oriented▫group-oriented▫self-centered.

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Chapter SummaryContent analysis – The systematic sampling, coding, and

analyzing of media content.• Define research question• Define universe to sample from • Define units e.g. people, words, or space / time on a topic• Define categories for each unit, e.g. people – male, female• Check inter-coder reliability• Coding and analysis

Interaction analysis – content analysis applied to recorded group behaviors.

Introducing Communication Research 2e © 2014 SAGE Publications

Vocabulary Review• Coding scheme• Interaction analysis• Latent• Manifest• Physical units• Propositional units• Referential units• Syntactical units• Thematic units• Units• Universe

Introducing Communication Research 2e © 2014 SAGE Publications

Web Resources

•Annenberg–Robert Wood Johnson Coding of Health and Media Project -

www.youthmediarisk.org

•Center for Media and Public Affairs - http://www.cmpa.com/about_methods.htm

Introducing Communication Research 2e © 2014 SAGE Publications