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Overview of Content Analysis: Harwood & Gary

Content analysis is a research method used to analyze communication messages. It can be qualitative in early stages and quantitative to determine frequency. The communication is coded into categories based on research questions. Content analysis has numerous applications including auditing against objectives, identifying styles and characteristics, and determining cultural patterns. There are different types like pragmatic, semantic, and attribution analysis. Reliability and validity are important, and content analysis can be done manually or automatically using software.

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Sudeepta Pradhan
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203 views

Overview of Content Analysis: Harwood & Gary

Content analysis is a research method used to analyze communication messages. It can be qualitative in early stages and quantitative to determine frequency. The communication is coded into categories based on research questions. Content analysis has numerous applications including auditing against objectives, identifying styles and characteristics, and determining cultural patterns. There are different types like pragmatic, semantic, and attribution analysis. Reliability and validity are important, and content analysis can be done manually or automatically using software.

Uploaded by

Sudeepta Pradhan
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Overview of Content

Analysis
Harwood & Gary
Content Analysis: An Overview
 Appropriate for analyzing patterns/ characteristics of messages conveyed through
language or communication
 May be qualitative in developmental stages of research and quantitative to determine
the frequency of occurrence.

 Analysis done through coding of related categories of data


◦ -based on research questions developed from past literature review
◦ -data units may be sentence,phrase,single word ,image, theme, character, item
 Numerous applications :
 auditing content against objectives
 Constructing and applying communication standards
 Identifying features of style
 Identifying the characteristics of communicators
 Determining psychological states of individuals or groups
 Identifying international differences in communications
 Determining cultural pattern
 Revealing the focus of attention
 Describing communication responses
Types of Content Analysis
 Pragmatic Content Analysis : analyzing likely cause and effect
 Semantic Content Analysis: analyzing meanings
 Designation Analysis: frequency of reference to objects
 Attribution Analysis: frequency of characterisations
 Assertions Analysis: frequency of characterisations to certain objects
 Sign-Vehicle Analysis: frequency of an actual utterance
Techniques of Content Analysis
 Systems
◦ An entity that maintains its existence and functions as a whole through the
interaction of its parts
 The essential constituents are
 Components,relations,transformations
 Analysis identifies past trends, patterns and differences which enhances
prediction.
 Standards allow comparison of objects by identifying, evaluating and auditing the
content of communication.
◦ Evaluation is somewhat subjective
 Indices
◦ Krippendorf(1980),McClelland(1958)
 Linguistic Representations
◦ Lexical items with similar meanings in isolation,however,in the context of use may
have entirely different meanings.
 Communications
◦ Interrelationships among subjects
 Institutional Processes
◦ Organizational communications are governed by legal and professional directives
overlaid with macro and micro environmental influences.
Flow Chart of Content Analysis
Research Design
Reliability of Content Analysis
 Stability
 Reproducibility
 Accuracy
 Statistical Tests of Reliability:
- Coefficient of Agreement between Judges
- Spearman Rank Order Correlation
- Kendall’s Tau
- Cronbach’s Alpha
- Cohen’s Kappa
- Scott’s Pi
-Guetzkow (1950) process
Validity of Content Analysis
 Internal Validity
 External Validity :
- Construct Validity
- Hypothesis Validity
- Predictive Validity
- Semantic Validity
Operationalization of Content
Analysis
 Manual recording
 Manual analysis
 Automatic Analysis : ACAMRIT (Automated Content Analysis of
Marketing Research Interview Transcripts), QSR NUDIST, BEST
 SAS Text Miner
Pluralistic Approach
Sequential Analysis:
 Time series
 Log linear modelling
 Lag sequential analysis
 Grammar
 Markov chain
Steps in Sequential Analysis
 Selection of coding system
 Interaction data coded as sequence of

behaviors
 Test of reliability of codes
 Sequence data converted into matrix
 Analysis of between-group/over-time

questions
Benefits & Limitations of CA

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