Content analysis

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Last updated 7:43 PM on 4/20/26
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11 Terms

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Definition

  • Production of quantitative data from qualitative sources like TV news or adverts

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Process of content analysis

  1. Categorisation

  • E.g. employeee, full-time housewife

  1. Study the source and implement the categories

  2. Count the number of each category in each source

  3. Compare to e.g. official stats to see if the media is presenting a false image of e.g. women’s roles

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Example - Gill (1988)

  • Measured how many female characters in the media are portrayed as being in paid employment

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Example - Lebban (1974)

  • Gender roles in children’s reading schemes

    • Found women portrayed in stereotyped and limited roles, mainly domestic roles

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Example - Tuchman (1978)

  • TV portrayal of women

    • Found women portrayed in stereotyped and limited roles

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2 practical positives

  1. Cheap

  2. Easy to find and access sources

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Positivist view

  • :)

    • Objective

    • Quantitative

    • Scientific

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Interpretivist view

  • :(

    • Invalid - counting the number of times something appears says nothing about its meaning

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Application to the London Riots

  • Could compare media frequency of youth looting/committing crimes to the official stats of what happened during the riots

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Thematic anaylsis

  • Qualitative anaylsis of content of media texts to reveal underlying meanings

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2 theoretical perspectives that like thematic analysis

  1. Interpretivists

  2. Feminists