Content Analysis – Definitions and uses

1. Content analysis: “a research technique for the objective, systematic, and quantitative description of the manifest content of communication.” If something is manifest, its clear to our senses
2. Manifest: something clear and obvious
3. Content of Communication: the message
4. Manifest Content: any plainly recognizable message – i.e. words, pictures, codes, gestures (Such content can be recorded in any medium)
5. Mass Media: print, audio recording, film and video
6. Fine Arts: painting, symphony, sculpture organizational communication: pamphlets, memos, email, reports personal communication: diaries, letters, postcards
7. Objective: without personal bias, or free of subject opinions
8. Systematic: guided by pre-arranged method, mechanical, thorough, not arbitrary. Many researchers believe objectivity is no longer possible; therefore, most go for systematic. No arbitrary decisions regarding data; just pulling info.
9. Quantitative: data is coded to facilitate measurement, or statistical understanding
   1. Coverage of the homeless in newspapers
      • Which newspapers?   … four Toronto papers (4)?
      • Time period?   … one year (52 weeks)?
      • Frequency of sample?  … once per week (1)?
      • Number of articles?   … all in each issue (x)?
      • Result: 4×52×1 = 208 newspaper issues, x articles