Content analysis

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  • Content Analysis
    • This is a quantative method which looks at the frequency of a particular word, image or theme.
    • Most researchers us a content analysis schedule
    • Sampling is key in content analysis
    • Content analysis usually involves; written, spoken, visual, communication
    • Lobban and Best;
      • They undertook a content analysis on children's books to highlight how boys were shown in practical roles, whereas girls shown as passive and domestic
    • Strengths:
      • Cheap
      • Reasonably reliable
      • Non reactive and ubstructive
    • Weaknesses
      • Personal interpretations
      • Tells us very little about effect on audience
      • Ignores things like why it was produced/presented


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