content analysis

CH1: Content Analysis
Basics To General Concepts
Dr. Essam Obaid
essamobaid@gmail.com

What is content analysis?
Content analysis in general:
 Content Analysis is:
"a research technique for the objective, systematic, and
quantitative description of manifest content of communications
such as books, journals, websites, paintings and laws ....etc.“

Content Analysis is:
• 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 .
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Content analysis is a research tool focused on
the actual content and internal features of
media.
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articles, historical documents, speeches, conversations,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.
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How conduct a 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.
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For example
 Content Analysis can indicate pertinent features such as comprehensiveness
of coverage or the intentions, biases, prejudices, and oversights of authors,
publishers, as well as all other persons responsible for the content of
materials.
• Content analysis is a product of the electronic age.
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The process of a content analysis
six questions must be addressed in every content
analysis:
• Which data are analyzed?
• How are they defined?
• What is the users from which they are drawn?
• What is the context relative to which the data are
analyzed?
• What are the boundaries of the analysis?
• What is the target of the inferences?
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Why use content analysis?
• Due to the fact that it can be applied to examine any piece of writing
or occurrence of recorded communication.
• 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.
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The following goals summarizes the reasons for using
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.
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The 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.
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Summary
• The goals :
• To reduce large amounts of unstructured
content.
• To Identify and present important aspects of the
content.
• To focus on groups or individual intention .
• To support some argument by understanding
the characteristic of the content .
• To determine the behavioral and psychology .
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There are two general categories of content analysis:
conceptual analysis and relational analysis:-
Conceptual analysis: can be thought of as establishing the
existence and frequency of concepts in a text.
Relational analysis: builds on conceptual analysis by
examining the relationships among concepts in a
text.

Conceptual analysis vs. Relational analysis
• Conceptual analysis can be thought of as establishing the
existence and frequency of concepts “ most often
represented by words of phrases “ in a text.
• For instance, in text often writes about information. With
conceptual analysis you can determine how many times words such
as “information, informational, inform, or formation” .
• In contrast, relational analysis goes one step further by examining
the relationships among concepts in a text.
• Returning to the information example, with relational
analysis, you could identify what other words or phrases
information or security information or network
information appear next to and then determine what
different meanings emerge as a result of these groupings.
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Conceptual analysis vs. Relational analysis
• Relational analysis, like conceptual analysis, begins with the
act of identifying concepts present in a given text or set of
texts.
• However, relational analysis seeks to go beyond
presence by exploring the relationships between the
concepts identified. Relational analysis has also
been termed semantic analysis.
• In other words, the focus of relational analysis is to look for
semantic, or meaningful, relationships.
• Individual concepts, in and of themselves, are
viewed as having no inherent meaning. Rather,
meaning is a product of the relationships among
concepts in a text.
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Advantages of Content Analysis
• Content analysis offers several advantages to researchers who
consider using it. In particular, content analysis:
looks directly at communication via texts or
transcripts, and hence gets at the central
aspect of social interaction.
can allow for both quantitative and
qualitative operations.
can provides valuable historical/cultural
insights over time through analysis of texts.
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can be used to interpret texts for purposes
such as the development of expert systems
(since knowledge and rules can both be
coded in terms of explicit statements about
the relationships among concepts).
is an unobtrusive means of analyzing
interactions.
provides insight into complex models of
human thought and language use.
when done well, is considered as a relatively
"exact" research method.

Disadvantages of Content Analysis
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can be extremely time consuming.
is subject to increased error, particularly when
relational analysis is used to attain a higher level
of interpretation.
is often devoid of theoretical base, or attempts too
liberally to draw meaningful inferences about the
relationships and impacts implied in a study .
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is inherently reductive, particularly when
dealing with complex texts.
tends too often to simply consist of word counts.
often disregards the context that produced the
text, as well as the state of things after the text is
produced .
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The End
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content analysis

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