Content Analysis

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).

1. Coding (looking for specific words) - quantitative data.

2. 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.