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Define Content Analysis.
Is a technique for analysing qualitative date of various kinds. Data can be placed into categories and counted or can be analysed in themes.
Stages / types of Content Analysis. (They are different types of content analysis, but would happen in this order).
Coding (looking for specific words) - quantitative data.
Thematic Analysis (looking for recurring themes) - qualitative data, but more refined.
Coding
We need to categorise large data sets into meaningful units.
Involves counting up the number of times a particular word or phrase appears in the text.
Produces quantitative data.
Eg. A newspaper report being analysed for the number of times derogatory terms for people with metal health problems are used, - ‘crazy’.
Thematic Analysis
Helps to identify themes throughout qualitative data.
Will produce qualitative data, but much more refined.
Eg. People with mental health problems may be represented in newspapers as ‘a threat to themselves and society’ or ‘ a drain on the NHS’. Such themes may then be developed into categories, such as ‘control’ ‘stereotyping’ ‘treatment’.
Evaluating coding & thematic analysis - strengths.
Offers a method to analyse a variety of forms of data.
Can get around ethical issues as often what is studied is already in the public domain / is secondary data, so permission not needed.
May produce qualitative and / or quantitative data depending on the aims of the study.
High in ecological validity, easy to replicate.
Evaluating coding & thematic analysis - weaknesses.
Indirect, could be outside actual context of study.
May suffer from bias, therefore reduces validity.
Cultural differences may contribute to inconsistent interpretation of behaviour since language may be translated / interpreted differently.
The identification of suitable themes and codes is subjective.
