Content Analysis

Content Analysis as "a research technique for the objective, systematic, and quantitative description of manifest content of communications" (Berelson, 74). 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can be defined broadly as books, book chapters, essays, interviews, discussions, newspaper headlines and articles, historical documents, speeches, conversations, advertising, theater, informal conversation, or really any occurrence of communicative language. 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 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. 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. Though content analysis was regularly performed in the 1940s, it became a more credible and frequently used research method since the mid-1950's, as researchers started to focus on concepts rather than simply words, and on semantic relationships rather than just presence (de Sola Pool, 1959).

Uses of 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... [continues]

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