Content analysis is a technique used in research on
communication, literature, education, politics, among other fields of study. If
your thesis is a quantitative investigation, it is likely that you can use
content analysis as a data collection instrument. This technique used in the
collection of research data has the purpose of "studying and analyzing
communication in an objective, systematic and quantitative way", according
to the classic definition of Bernard Berelson in his book Content Analysis in
Communications Research of 1952. The publication of This book constituted in
1952 a novel imprint of Berelson, because it included the analysis of contents
to the investigation of the communication media.
Remember that in Online Thesis, we carry out degree projects
that can use content analysis. Likewise, we know how to develop quantitative
and qualitative research. In this sense, the client can fill out the following
quotation form to specify the subject and area of knowledge of the work to be
carried out. Likewise, the WhatsApp and Messenger communication channels are
available to answer questions from users.
In what kind of research can I use content analysis?
It is a technique for quantitative research. It is consistent
with the goal of describing a research variable. Likewise, this technique is
valid if an objective of the investigation is to analyze.
In the same way, it is a systematic technique since it implies
the selection of a sample and the disposition of the collected data in
categories to analyze them later. Similarly, content analysis can also be
comparative; that is, it can be applied to the different elements of a sample
to compare them with each other. Some examples of investigations in which
content analysis can be used are the following:
Psychological analyzes
With content analysis, the oral or written
expressions of a group of patients can be studied. It is a tool that can be
used in conjunction with other techniques. In this sense, the content analysis
will not have interpretive purposes, but will work to compare patients with
each other and categorize units of their discourses.
Analyze the application of standards and policies
Given its quantitative nature, content analysis makes it
possible to verify whether norms, policies or standards established for
communication are met. For this reason, research with the purpose of
corroborating this type of hypothesis finds in content analysis a systematic
technique to achieve such ends. In this way, the content issued by a specific
entity is compared with the regulations set forth to investigate its
application.
Political marketing campaigns
Candidate
campaigns can be analyzed based on data collection carried out with content
analysis. Likewise, the campaigns of different candidates can be compared in
relation to the content of their messages. With this type of research,
persuasive patterns, predominant elements in the discourse and values that
the candidate represents can be found. In addition to conducting
discourse-oriented analysis. It is possible to carry out measurements in
relation to the number of messages issued in social media.
Advertising campaigns
Content analysis can describe the content of advertising
campaigns. In this sense, its use can lead to identifying advertising
strategies. Similarly, it offers the possibility of analyzing the use of
language in the marketing campaign of a product or service.
Speeches
With content analysis, discourses of various kinds can be
analyzed. For example, it is possible to inquire through this technique into
the opinions of various individuals regarding a topic or variable. In this way,
it allows comparisons between discourses and highlights their fundamental
aspects.
Cultural expressions
Various expressions of a culture have the possibility of being
studied through this data collection technique. That is why content analysis
can propose the inquiry into the predominant values of a given culture.
Likewise, it opens the possibility of comparing cultures with each other, as
well as addressing forms of communication of societies belonging to different
historical times.
Identify communication characteristics
Through content analysis it is possible to quantify elements of
the messages issued by a sender. This results in a technique that makes it
possible to characterize the content of messages. Likewise, it can approximate
explicit or covert intentions in a broadcast message. You can also make
comparisons between messages from different media. On the other hand, it allows
you to find styles and trends in communication styles.
Individuals and social groups
Through content analysis, individuals and social groups can be
studied. The attitudes, beliefs, perceptions and values of a person or a
group can be investigated through content analysis. The vocabulary of a group
(for example, of a minority) can also be studied and categorized as part of a
linguistic study. With this technique, different ways of thinking and group
concerns can be explored.
Uses of language
Through this research technique, an approach to language studies
can be made. In this way, it is possible to describe most used words or compare
jargon from different groups with each other. Language studies have in content
analysis a methodological tool to develop research.
What should I take into account when carrying out a content
analysis?
Remember that it is a quantitative research technique that
requires the establishment of a universe of studies, as well as a sample. In
the same way, the units of analysis must be defined, which constitute the
segments of the message to be analyzed and categorized. In this sense, these
segments can be words, themes, items, among others.
In Online Thesis we have a quotation form where you can specify
what type of research you want to carry out and to which university it is
addressed. You can also contact our thesis development team through What Sapp,
Messenger or the direct chat available on the Online Thesis website.