Content Analysis and its relevance in mass media

1. Content Analysis
Prof. Selvi

2. History of Content Analysis
• The development of content analysis as a
formal method of social science enquiry
started between world war – I and II
• Harold Laswell’s research programmes during
world war – II had a big role to play in this.
• The introduction of radio also gave an impetus
to this field

3. • Agenda setting studies became prominent in
the latter half of the 20th century
• These studies established how far the issues
which dominate the media agenda come to
dominate and influence what the public think
about or regard as the most important issue of
the day

4. Study Areas
• Content Analysis also grew to become an
important component in the armoury of the
following studies:
• Cultural imperialism
• Development communication
• Globalisation
• New world Information & communication
order and related concerns

5. What is content analysis
• A systematic analysis and description of the
content of a communication media is known as
content analysis
• It is an objective research technique for inferring
the characteristics, causes and effects of
communication
• The main aim of content analysis in media
research is to examine how news, advertising and
entertainment output reflect social and cultural
issues, values and phenomena

6. Steps in content analysis
• Formulate the research questions or
hypothesis
• Define the population
• Select the appropriate sample from the
population
• Select and define a unit of analysis
• Construct the categories of content to be
analyzed

7. Steps…contd
• Establish a quantification system
• Train coders and conduct a pilot study
• Code the content according to established
definitions
• Analyze the collected data
• Draw conclusions and search for indication

8. Types of content analysis
Conceptual
analysis
Relational
Analysis

9. Uses of content analysis
• Reveal international differences in
communication content
• Detect the existence of propaganda
• Identify the intention, focus or communication
trends of an individual, group or institutions
• Describe attitudinal and behavioural
responses to communications
• Determine psychological or emotional state of
persons or groups

10. Advantages of content analysis
• The researcher could apply both qualitative
and quantitative operations in content
analysis
• It can provide valuable historical or cultural
insights over time through analysis of texts

11. Advantages….contd
• Allows a closeness to text which can alternate
between specific categories and relationships and
also statistically analyse the coded form of text
• Can be used to interpret text for purpose such as
the development of expert system
• Provides an insight into complex models for
human thought and language use
• Looks directly at communication through text or
transcripts

12. Disadvantages of content analysis
• It is an extremely time consuming process
• It can be difficult to automate or computerize
• Tends too often to simply consist of word
counts
• Is subject to increased error, particularly when
relational analysis is used to attain a higher
level of interpretation

13. • It is inherently reductive, particularly when
dealing with complex texts
• Often disregard the context that produced the
text, and also, the state of things after the text
is produced
Disadvantages….contd

14. Thank you…!