Content Analysis

As the world content analysis is a combination of two terms as content and analysis.
Content: means the basic unit of organization of anything. The building blocks of body of the
some textual, visual, as well as data based means of communication.
Basic units of anything which makes up the specific body are called contents.
Analysis means
 To analysis
 To check
 To find out hidden aspects.
So the whole term Context Analysis defines;
The way due to which a researcher can check and analysis the blinding blocks of the body of
any communication means is called the content analysis.
Definition:
There are several definition of the Content analysis
“Content analysis is a scientific approach use frequently in all areas of social research. It
provides an efficient way to analysis the media content. It also provided the researcher with the
sufficient answering while analysis the content of any means of media. (Azmat Rasool)
Content analysis is a documentary method which deals with qualitative as well as quantitative
analysis of any media including with picture, textual, verbal, non-verbal, written communication.
(S.S)
Content analysis is a technique to analysis and gathering the content of text including words,
meanings, pictures, gestures, symbols and any type of verbal as well a non-verbal means of
communication which needs to be communicate. (Burton 2006)
Any system of pro-coder devices to check and analysis the content of record informatio (Wiezler
& Wimer 1978)
Research technique for making replicable as well as rabid reference from data in their context.
(Kippend of 1980)
It includes books, news paper, magazine, articles, advertisement, speeches, official
documentation, films, video tapes, musical lyrics, photo-graphs, articles as well as works of art.
(Caukance Neuman)
It is method of study of any of the media content in order to find out their meanings.(Wimmer &
Dominick)
As qualitative techniques content analysis provided the researcher with more subjective
information such as impacts, values, attitudes as well as motives.
As a quantitative research technique it provided the researcher with more objective information
such as time, verbal, textual analysis as well as; direction of any things. Time and frequency
measurements are also a part of this specific research technique.(Ekhardit & Erman)
Content analysis is an objective, systematic and quantitative representation of content of human
communication. (Karrel Babbage)
Content analysis is the study of records of human communication such as books, websites,
paintings as well as law. (K.M.BHATTI)
Lass Well Formula of Communication.
Lass Well formula of communication also directs with the real presentation of the content
analysis.
Who says? What? To whom? By which channel? With what effects.
Who: writer/ director.
What: Media content
To whom: Target audience
By channel: Medium
Effects: effects/ Responses.
Ker linger 2000: defined the content analysis in the best as well as most appropriate way. He
also defined all of the major characteristics of the content analysis.
He defines content analysis as; “It is a systematic, objective and quantitative method of
structuring and analyzing for the purpose of measuring variables.,”
“Context analysis is a method of studying and analyzing the communication. It is a systematic,
objective and a quantitative method of analyzing the meaning variables” (Ker linger 2000)
Ker linger definition: defines its some qualities as;
1- Content analysis is systematic
 Method of scientific research.
 According to the rules and regulations
 Sample selection must be according to sampling method (probability). Because
of which each and every unit of analysis have a proper chance to be analysis.
 Evaluation should must be according to scientific method
 Treatment of content: All contents used in analysis must be treated as equal and
same manner.
 Conformity: there must be uniformity in coding and analysis procedure.
 Systematic evaluation: Evaluation should be in systematic way according to the
set of instructions provided to every coder by the researcher.
 Guide lines: Every coder provided with the same set of instruction.
So it is clear that one postulate of Ker linger definition as content analysis is system proved it a
systematic process by top to toe.
2- Content analysis is objective:
The 2nd characteristic defined by the Ker linger definition is objective.
Personal Bias: objective nature of the content analysis should control the researcher to
include personal bias.
Replication of results:
Content analysis is objective so that the results of that will same every time if the same
method will adopt for research process.
Operationalize definition: operationalize definition should be clear and objective.
Rules of classification: Rules of classification should be clear as well as objective.
Clear set of instructions:
Clearly defined set of instructions should be given to the coders.
 Sampling: sampling process should be clear and according to probability method.
Categorization method: The method of categorization should be concise as well as
perfect.
Respect & precise make up:
The makeup of the whole contents should be précised and objective.
Units of analysis defined well:
There will be a well defined unit of analysis there which increases the objectivity of the
whole method.
Definition of categories: categories for content analysis should be defined with
objectivity.
Perfect objectivity: so it is clear that objectivity _____ postulate for research by content
analysis become every step demands objectivity.
3- Content analysis is quantitative: The goal of content analysis is the accurate
representation of contents. Body of message should be measureable. Quantification is a
systematic process of content analysis which deals with numbers and scales required for
measurements of variables. To give the accurate result to the precision is very much
important. Quantification is very helpful to summarize the results. Quantification
summarizes the results strictly. Measurements should be applicable. Quantitative research
provides the researcher with the additional tool of the statistics which is very much
helpful to measuring data. So it is Clear that the Ker linger definition of Content analysis
as;
“Content analysis is a systematic way to analyze the content of communication. It is a
scientific, objective and quantitative way to analyzing measurable variables”
Is perfect definition which defines the characteristics of the whole process as
 Scientific
 Objective
 Quantitative

Historical background
A century ago: The roots of the method of the content analysis could be found a century
ago. When the pattern resemble to it was used to find out the effects and impact and
reliability of differ media content in different fields of life just like studies about the
powerful impact of media in 1930-1945 when a paradigm was going to shift into
moderate or limited effect paradigm.

Max Webber: Max Webber presented the real shape of content analysis is social science
almost a century ago.
Use of content analysis in modern era:
The modern era of content analysis came into being in 2 nd world war when Radio was
used as a powerful tool of communication to penetrate people minds. And the content
analysis was used in modern pattern to some extent.
Features of Content analysis:
Documentary: Content analysis is a documentary method. It includes written material,
official documents as well as speeches and photographs.
Study of Contents:
It is a method of study of text, such as words, symbols and pictures.
Qualitative:
It is a qualitative method that focuses on meaning of the text.
Quantitative:
It is a quantitative method that measures objectivity by numbering graphs and statistical
measurements.
Non-reactive:
It is not reactive means it is not a reaction of researchers’ knowledge but it is product of
facts and figures.
Transparent:
It is a transparent method to analyze the content.
Unobtrusive:
It can be studied by any other researcher without knowledge of author.
Diverse:
It is the diverse way to analyze the contents. Which can be applied in research of
different fields.
Flexible:
It is flexible ways which can be applied on the researcher of different areas of knowledge.
Longitudinal:
It is the longitudinal way of analysis which can be used the same way over a period of
time.
Replicable:
Any researcher can repeat the same procedure and get same results.
Comparative:
It is comparative and can produce non-sectional and Cross-cultural data.
Qualities of Content analysis:
Look Directly: Content analysis is a methodology which looks directly the content of the
media.
Allow Both Methods:
It allows both qualitative as well as quantitative research methods to analyze the content
according to criteria set by them.
Variable insight of time:
It is a very much valuable methodology which gives time to time acceptance of any issue.
Closeness of Text:
It is a method which analyze the text, pictures, symbols, words anf their meanings so it is
very closely check the all aspects of the text.
Interpretation of Text:
 It deals with the real interpretation of the text.
Easily insight into complex methods:
It divides the text into different categories so that it provides easily insight in complex
modes.
Usage of content analysis:
1- Assessing the image of particular group in society:
 Explore the image of that media
 Know about the changes
 Explore the media policy
 Interference about media ___
 Social trends
 Portrayal of media.

2-Establishment of media studies:

 Cultivation analysis
 Dominant theme
 Systematic procedure
 Sender attitude
 Reality based services
 Study of agenda setting
 Determine the new topic
 Discover coverage
 Proper importance.
3- Describe communication context:
 Characteristics
 Traditional image
 Descriptive
 Identification
 Identity developments
 Public opinion
 Study of social issues
 Change in typical thinking
 Broadcast network
4- Testing hypothesis:
 Check approves or disapproves.

5- Comparing media content.

 Check the reality
 Media portrayal
 Compare the current situation
 Compare the text.
 SOP provides the foundation __ in which the research building can construct (Wilbur
Shramm)
Steps in content analysis:
 Formulate the research problem
 Define population
 Select sample
 Define unite of analysis
 Construct categories
 Establish quantification
 Train coders
 Establish codes
 Analyze the collected data
 Draw conclusion
Formulate the research problem: Foundation SOP is a statement around which the
whole study store networks.
The essential step in content analysis is to formulate the research problem.
First of all researcher should define his/her area of interest and with the help of literature
review he should define that at which angle of a specific topic he/she is going to conduct a
research.
Then he should make his hypothesis which will approve as well as disapprove the results
after the completion of research process.
A universe is a collection of things or people that shows the entire population of the
study. A universe is well define and finite. (S.S)
Then he should make the Research questions for the study and define what are the objectives
of the present study conducted by him.
The research questions as well as hypothesis will well formulate. He also designed.
Statement of problem:
Define Population:
Population refers the entire universe of the research study.
It can be bounded the researcher to prevent wonder here and there during the whole research
process.
And researcher will define the population for his study and give an operational definition of the
universe and population where he selected for his study, with the help of specifying area and
time. He will design SOP and population.
Sampling:
Sampling is smaller representation of the whole.
Sample is a subset of the universe.
According to Goode and Matt; 1952 P# 213
“A sample is small representation of the whole. The two main characteristics of a sample are
 It is representative
 It is adequate”
Researcher can use probability as well as non-probability sampling foe his study or he also can
adopt both of the methods of sampling for his research process.
Unit of analysis
According to (Neumann 1999)
Unit of analysis refers to the type of a unit researcher used while meaning the variable. The other
step in content analysis is to define the unit of analysis according to which the researcher can
categorize his/her research process.
Unit of analysis the smallest element of the content analysis, But it is also the most important in
written contents. Unit of analysis may be a single word or symbol or theme or entire whole story.
Operational definition of the unit of analysis must be clear cut and according to designed criteria
of the research methodology.