Mass Communication Guidelines

3.  Muhammad Umar Khan
 Syeda Hiba Fatima
 Huda Faheem
 Zia-ul-Hassan

6.  Content analysis is "a wide and heterogeneous set
of manual or computer-assisted techniques
for contextualized interpretations of documents”.

7. There are three prominent features of content analysis:
1. Systematic
2. Objective
3. Quantitative

8.  The content that is analyzed can be in any form to
begin with, but is often converted into written words
before it is analyzed.
 The original source can be printed publications.

9.  Analysis of Content is a process of inspecting,
cleaning, transforming, and modeling data with the
goal of discovering useful information,
suggesting conclusions, and supporting decision-making.

10.  Content analysis has six main stages, each described by
one section of this chapter:
1. Selecting content for analysis
2. Units of content
3. Preparing content for coding
4. Coding the content
5. Counting and weighting
6. Drawing conclusions

11. 1. Content Requirements
2. Content Collections
3. Content Processing
4. Content Cleaning
5. Exploratory Content analysis
6. Modeling and Logarithms
7. Content Product

12. 1. Gender effect on media contents women page
2. Political campaign.
3. Aggression in real life situation and in media.
4. Changing style of dedication_ books/thesis
5. Group-images- black and whites, religious minorities

13. There are two types of Content Analysis; which
are given below
1. Conceptual Analysis
2. Relational Analysis

14.  Conceptual analysis is one of the main traditional
methods of analysis which can be answered solely on
the basis of one's grasp of the relevant concepts.

15. 1. Decide the level of analysis
2. Decide how many concepts to code for.
3. Decide whether to code for existence.
4. Decide how you distinguish between concepts
5. Develop rules to code your text.
6. Decide what to do with the relevant information
7. Code the text.
8. Analyze your result.

16.  Relational analysis seeks to go beyond presence
by exploring the relationships between the
concepts identified. Relational analysis has also been
termed semantic analysis

17. 1. Identifying concepts.
2. Defining relationship types.
3. Coding the text on the basis of 1 and 2
4. Coding the statements.
5. Graphically displaying.
6. Analyzing the resulting maps.

18.  Directly connected with the content.
 Can allow for both quantitative and qualitative
operations.
 Can provides valuable historical/cultural insights
 Analyzing interactions.

19.  Extremely time consuming.
 Increased error, particularly when relational
analysis is used.
 Is often devoid of theoretical base, or attempts.
too liberally to draw meaningful inferences.
 Tends too often to simply consist of word counts.
 Can be difficult to automate or computerize.