content analysis

n. A research methodology relying on the analysis of textual information to identify its properties systematically. In a content analysis, researchers code, or break down, text into manageable categories to determine the presence of specific words or concepts within a target text or set of texts. The information obtained through this analysis is then analyzed and quantified to determine frequency, meaning, and relationship of information. Typically, the categorization and interpretation of information are guided by a theoretical framework which serves to organize and structure the final data interpretation. Data obtained through a content analysis can be used to make inferences about a range of targets (i.e., the meaning of the text, authors, audience, culture, zeitgeist, etc.). There are a number of approaches to content analysis; most commonly, content analysis is driven by either a quantitative (conceptual) or qualitative (relational) approach. In a quantitative or conceptual content analysis, preset categories are based on a guiding theoretical framework; then, data is examined as a function of the frequency by which texts, themes, or concepts appear in each category. In qualitative or relational content analysis, data is typically examined to determine emerging themes or trends in the text, often without a preexisting framework or set of guiding categories. In a qualitative analysis, there is less emphasis on the frequency of occurrence; rather, the focus is on the meaning and significance of emergent themes.

- BJM