CO N T E N

AN T
ALY S I S
OGALITO MAEd -
BY: JANETH C. C
SCIENCE
 SciEd 500 Unlockin
g
Educational
of Terms
Research
 refers to a type of

ON T E data analysis that

C uses a systematic

NT approach to examine
data.

Y S
 is the process of
examining large

DAT A amounts of data to

find useful

N ALY S information,
A draw conclusions,

S and support
 is a qualitative

H E M A research method

T that involves
identifying and
T I C analyzing patterns

Y S in data.
 Content Analysis Thematic Analysis

Focuses on the
Focuses on the
latent content
manifest content
interpretive method,
Descriptive method, involving a deeper level
primarily focused on of analysis to
quantifying the data understand the
meaning and
Count the frequency significance of the
of specific words data.
or phrases
Delve deeper into the
underlying reasons
 Purpose:
It’s all about... Identify patterns
and themes

Conten Quantify data for

objective analysis
t
Understand
Analysi communication trends
 Early Origins
It’s all about... (17th Century)

Evolutio Modern Foundations

(20th Century)
n Harold Lasswell

of (1920s-1930s)
Bernard Berelson
Content (1940s):

Analysis Advances in
 1.Quantitative What are the
Content Analysis
types of
2. Qualitative
Content
Content Analysis Analysis?
 Types of Content
Analysis
1. Quantitative Content
Analysis
- Focuses on measurable
aspects (e.g., frequency of
keywords).

2. Qualitative Content Analysis

- Emphasizes themes, context,
 S te p s
I w a n t to
know in
a bo u t . .. C on d u
ct i n
g
C on t e
nt
Ana l y s
is
Steps in Conducting Content
Analysis
1. Define research question and
objectives.
2. Select content for analysis
(text, media, etc.).
3. Develop a coding framework.
4. Categorize and code the data.
5. Analyze results and interpret
findings.
Steps in conducting Content
Analysis
Clearly
1. Define articulate the
research research
question and question and
objectives. objectives to
guide the
Steps in conducting Content
Analysis
Choose the
2. Select content specific type of
for analysis content
(text, media, that will
etc.). address your
research
Steps in conducting Content
Analysis

Identify the
3.Develop a
basic unit to be
coding
analyzed.
framework.
Steps in conducting Content
Analysis
Systematically
4. Categorize
apply the coding
and code the
scheme to the
data.
selected
content.
 Analyze the Data
• Quantitative Analysis:
Steps in conducting Content
⚬ Measure the
Analysis frequency of
categories, trends,
5. Analyze or patterns.
⚬ Use statistical tools
results and to identify
interpret correlations or
differences.
findings. ⚬ Example:
Determine which
 Qualitative Analysis:
Steps in conducting Content
• Interpret the
Analysis underlying meaning
or themes in the
5. Analyze content.
results and • Example: Analyze
how climate change
interpret
is framed (e.g., as a
findings. crisis, opportunity,
or distant threat).
 Qualitative Analysis:
Steps in conducting Content
• Interpret the
Analysis underlying meaning
or themes in the
5. Analyze content.
results and • Example: Analyze
how climate change
interpret
is framed (e.g., as a
findings. crisis, opportunity,
or distant threat).
 i c a t i o n
Ap sp l
o n te n t
o f C s i n
a l y s i
An a r c h
R e s e
Applicatio Media and
ns Communicatio
Political n
Social
Science and Studies
Sciences
International
Relations
Content
Analysis

Health
and Educatio
Environmental n
Public
and Researc
Health
Sustainability
Researc h
Research
 Wait, Softw
a re s
there’s in
more... C on d u
ct i n
g
C on t e
nt
An
 1 NViv 2 Atlas.
o ti
o s e :
P u rp Purp
os e:
i v e d a t a Quali
Qu a l i ta t tativ
s a n d an d m e
an a l y s i ixed-
cod i n g . meth
ods
r e se a
r ch .
3 4Lexim
M A X Q D ance
os e : Ad P u rp
P u rp os e: r
a t i v e a n Autom
Qua l i t
h o d s ated
e d - m e t conte
m i x
s i s . nt
analy an al y
si s
 u is tic

5 ui ry
(Ling
LIWC and Word
t) 6Voyant
Inq Co u n Tools
o s e : Text
P u rp a na l y
l og i c a l s is
Psyc h o an d
n g u i s t i c v isu a
an d l i lizati
o f te x t . (free on
an al y s i s
an d w
eb -
b as e
d).
 Th e
Take it a C h al l e
ll n ge
the way.
.. s
of
C on t e
nt
Ana l y s
is
The Challenges of Content
Analysis

Subjectivity and
Bias
Complexity in
Coding
Volume of Data
Time-Intensive
Process
 Before I Tell
En d wheth
er
to da y ’s
D is c u s s i th e
o statem
n .. . en t
s a re F
act
or
 FACT OR BLUFF

1. Content analysis is
a method used
exclusively for
analyzing quantitative
data.
 FACT OR BLUFF

2. Content analysis
can be used to
analyze both textual
and visual data.
 FACT OR BLUFF

2. Content analysis
can be used to
analyze both textual
and visual data.
Th a n k y o u