Content analysis

Content analysis

1. Content Analysis Jammu University 2 Year B.Ed. Paper 202 Sem : II Unit: I This work is licensed under a Creative Commons Attribution- ShareAlike 4.0 International License . Dr. Atul Thakur

2. Content analysis is "a wide and heterogeneous set of manual or computer-assisted techniques for contextualized interpretations of documents produced by communication processes in the strict sense of that phrase (any kind of text, written, iconic, multimedia, etc.) or signification processes (traces and artifacts), having as ultimate goal the production of valid and trustworthy inferences."

3. " a research technique for the objective, systematic, and quantitative description of manifest content of communications such as books, journals, websites, paintings and laws ....etc.” It is a research tool or technique that help to analyze the actual content and it is features of any kind , whether it was a word, picture, themes, text, and try to present the content in objective and quantitative manner. Content analysis is a research tool focused on the actual content and internal features of media .

4. It is used to determine the presence of certain words, concepts, themes, phrases, characters, or sentences within texts or sets of texts and to quantify this presence in an objective manner. Texts can be defined broadly as books, book chapters, essays, interviews, discussions, newspaper headlines and articles, historical documents, speeches, conversations, advertising, theater, informal conversation, films, photos, websites or really any occurrence of communicative language. Content analysis is a term sometimes used to describe both quantitative and qualitative approaches to analyzing content.

5. "content analysis" refers to a family of techniques oriented to the study of texts and artifacts . Texts come from communication processes in a narrow sense of that phrase (i.e. types of communication intentionally activated by a sender, using a code sufficiently shared with the receiver).

6. There are 5 types of texts in content analysis: written texts ( books, papers, etc.), oral texts ( speech, theatre plays, etc.), iconic texts ( drawings, paintings, icons, etc.), audio-visual texts ( TV programs, movies, videos, etc.), hypertexts (can be one or more of the texts above, on the Internet).

7. " content analysis" method implies a series of transformation procedures, equipped with a different degree of formalisation depending on the type of technique used, but which share the scientific re-elaboration of the object examined .

8. Content analysis has known an increasing use to deeply analyse and understand media content and media logic. Harold Lasswell formulated the core questions of content analysis- " Who says what, to whom, why , to what extent and with what effect?".

9. “Father " of content analysis, Bernard Berelson , proposed a definition of content analysis- a research technique for the objective, systematic and quantitative description of the manifest content of communication Content analysis has indeed come across huge amount of textual big data as a consequence of the recent spread of new media, particularly social media and mobile devices.

10. The method of content analysis enables the researcher to include large amounts of textual information and systematically identify its properties, such as the frequencies of most used keywords by locating the more important structures of its communication content.

11. Steps of content analysis : To conduct a content analysis on a text, the text is coded, or broken down, into manageable categories on a variety of levels--word, word sense, phrase, sentence, or theme-- and then examined using one of content analysis' basic methods: conceptual analysis or relational analysis. The results are then used to make inferences about the messages within the text(s), the writer(s), the audience, and even the culture and time of which these are a part .

12. Uses of content analysis Holsti groups fifteen uses of content analysis into three basic categories: make inferences about the antecedents of a communication describe and make inferences about characteristics of a communication make inferences about the effects of a communication.

13. Purpose Element Question Use Make inferences about the antecedents of communications Source Who? Answer questions of disputed authorship (authorship analysis) Encoding process Why? Secure political & military intelligence Analyse traits of individuals Infer cultural aspects & change Provide legal & evaluative evidence Describe & make inferences about the characteristics of communications Channel How? Analyse techniques of persuasion Analyse style Message What? Describe trends in communication content Relate known characteristics of sources to messages they produce Compare communication content to standards Recipient To whom? Relate known characteristics of audiences to messages produced for them Describe patterns of communication Make inferences about the consequences of communications Decoding process With what effect? Measure readability Analyse the flow of information Assess responses to communications

14. The process of a content analysis According to Dr. Klaus Krippendorff , six questions must be addressed in every content analysis: Which data are analysed ? How are they defined? What is the population from which they are drawn? What is the context relative to which the data are analysed ? What are the boundaries of the analysis? What is the target of the inferences?

15. words and phrases reflect important concerns in every communication. Quantitative content analysis starts with word frequencies, space measurements (column centimeters/inches in the case of newspapers), time counts (for radio and television time) and keyword frequencies. content analysis extends far beyond plain word counts Qualitatively , content analysis can involve any kind of analysis where communication content (speech, written text, interviews, images ...) is categorised and classified.

16. In its beginnings analysis was done manually by measuring the number of lines and amount of space given a subject. With the rise of common computing facilities like PCs, computer-based methods of analysis are growing in popularity. Robert Weber notes: "To make valid inferences from the text, it is important that the classification procedure be reliable in the sense of being consistent: Different people should code the same text in the same way".

17. Steps of content analysis in teaching Planning of teaching and learning Task analysis Identification of objectives Writing objectives in behavioural terms Organizing of teaching and learning Selection of teaching strategies Selection of teaching tactics Selection of teaching aids Decision for rules and techniques of instruction

18. Leading teaching and learning Arranging for student’s motivation Deciding techniques for motivation Use of teaching skills Use of communication strategies Controlling of teaching and learning Evaluation of learning activities Evaluation of learning outcomes Organising learning objectives Providing feedback to earlier steps

19. use content analysis To reduce large amounts of unstructured content. To describe characteristics of the content. To Identify important aspects of the content. To present important aspects of the content clearly and effectively. To support of some argument. Content analysis is used in large number of fields, ranging from marketing and media studies, to literature, rhetoric, information studies, sociology and political science, psychology science, as well as other fields of inquiry .

20. Goals of content analysis : To examine trends and relationships in the text and multimedia produced or used in the fields context to provide an insight into it. To identify the intentions, focus or communication trends of an individual, group or institution. To describe attitudinal and behavioral responses to communications To determine psychological or emotional state of persons or groups.

21. Content analysis is the analysis of text documents. The analysis can be quantitative, qualitative or both. Typically, the major purpose of content analysis is to identify patterns in text. Content analysis is an extremely broad area of research. It includes: Thematic analysis of text Indexing Quantitative descriptive analysis

22. Thematic analysis of text The identification of themes or major ideas in a document or set of documents. The documents can be any kind of text including field notes, newspaper articles, technical papers or organizational memos. Indexing

23. There are a wide variety of automated methods for rapidly indexing text documents. For instance, Key Words in Context (KWIC) analysis is a computer analysis of text data. A computer program scans the text and indexes all key words. A key word is any term in the text that is not included in an exception dictionary. Typically you would set up an exception dictionary that includes all non-essential words like "is", "and", and "of". All key words are alphabetized and are listed with the text that precedes and follows it so the researcher can see the word in the context in which it occurred in the text. In an analysis of interview text, for instance, one could easily identify all uses of the term "abuse" and the context in which they were used.

24. Quantitative descriptive analysis Here the purpose is to describe features of the text quantitatively. For instance, you might want to find out which words or phrases were used most frequently in the text. Again, this type of analysis is most often done directly with computer programs. problems of Content analysis limited to the types of information available in text form. careful with sampling in order to avoid bias interpreting results of automated content analyses advantage: unobtrusive and, depending on whether automated methods exist, can be a relatively rapid method for analyzing large amounts of text.