Content Analysis

Content analysis is a research technique for making replicable and valid conclusions from text to the contexts of their use. Content analysis has been used to analyse content, bias, meanings, and perspectives in text. Content Analysis is described as the scientific study of the content of the communication. It is the study of the content with reference to the meanings, contexts and intentions contained in messages. However, the method achieved greater popularity among social science scholars as well as a method of communication research.

The content analysis begins with a specific statement of the objectives or research questions to be studied. The researcher asks the question ‘what do I want to find out from this communication content’ and frames the objectives for the study.

Before approaching a text for content analysis, the researcher has to consider the following features of a text:

• There is nothing inherent in a text. The meanings of a text are always brought to it by someone.
• Texts do not have single meanings. A text can be read from multiple perspectives and thus meaning will also change.
• Texts have meanings relative to particular contexts or purposes. Thus contextual meaning has to be found.

Method of Content Analysis

Step I: Set objectives or research questions (What to find out from the text)

Step II: Understand the literal meaning of the text

Step III: Analyse and find out the context and perspective of the text

Step IV: Establish the real or hidden meaning of the text

Step V: Infer valid conclusions or generalisations from the meaning for interpretation