Enables the indirect study of behaviour by examining communications that people produces, e.g in text, TV, film and other media.
Coding - initial stage of content analysis by identifying suitable categories. e.g how many times a certain word is used. Thematic analysis and qualitative - it involves identifying the implicit or explicit ideas within the data. Themes will often emerge once the data has been coded. Usually more descriptive than coding units e.g the mentally ill may be represented in the media as a 'drain on resources'. They may collect a new set of data to test the validity of the themes and categories.
Strengths - can bypass ethical issues normally associated with psychological research because info already exists within the public domain, therefore no issues with getting permission, high external validity. Flexible because it produces qualitative and quantitative.
Limitations - People studied indirectly, communication is out of context. Researcher may attribute opinions and motivations to the speaker or writer that were not intended originally. Lack of objectivity especially when descriptive forms of thematic analysis are employed.
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