CONTENT ANALYSIS

What is it?

According to Gillian Rose, Content Analysis is a rigorous, reliable and objective methodology that is used to interpret visual images. Its focus on quantification makes its replicability and validity similar to that of natural science methodology (Krippendorf, 1980). It makes its points, in large part, through the use of numbers, as it requires that the frequency of certain visual elements in a clearly defined sample of images be counted and interpreted for analyses. Its explicitness is an advantage to both the researcher and the audience as the data that the researcher sees is made as evident as possible through these numbers that have been recorded (Rose, 2001).

How does it work?

Initially, one must choose a question to set the basis for the study. An appropriate text must then be chosen and explained in relation to the question. Rose says that Content Analysis must then address all the images that are relevant to the research question. She notes that most analyses involve large data sets therefore sampling procedures are often developed. The implications of one’s research question determines which sampling method, or combination of methods, should be used among the options of random, stratified, systematic or cluster samples. Once the sample or group of samples has been chosen, the researcher must develop a set of categories for coding the images. The categories must be carefully chosen so that they may represent what is actually there in the text or image. However difficult it may be to achieve, it is very important that the categories are exhaustive, exclusive and enlightening (Rose, 2001). Content Analysis differs from other studies as it is very denotative, thus avoiding any subjective thought possibilities. Rose states that the analyses should be so unambiguous and “clearly defined that different researchers at different times using the same categories would code the images in exactly the same way” (Rose, 2001). Once this stage is complete and the images have been properly coded, the researcher must count the codes. Producing absolute or relative frequency counts is the ideal method for doing this.

Why did we use content analysis?

Television occupies an enormous part of the Western individual’s day. Stefan Herrmann states that an average of three to six hours a day is spent watching television. This process is considered active because “we constantly have to refer to our knowledge and experience both of the world we live in and the ‘television reality’ as well” (Herrmann,2000). As information is interpreted, the viewer is likely to be influenced in one way or another by the content of the show. Herrmann discusses MacLuhan’s idea of ‘the global village’ in his article. He notes that due to globalization, this ‘global village’ “becomes more and more of a ‘western community’ strongly influenced by US-American values and ideology” (Herrmann,2000). In this case, the average Westerner spends three to six hours being influenced by “US-American values and ideology”. Our class has taken various television shows (Friends, The Sopranos, That 70s Show, and Frasier) and interpreted them using different methodologies. Content Analysis is a method by which we have been able to take raw data and literally count the number of occurances of various codes within a text. In spite of its tedious process, this methodology has proven to be quite accurate due to its unambiguous nature. We appreciate that this type of study is normally carried out in a much more vigorous manner, however our purpose for this project was to obtain a basic understanding of a broad range of theories and compare their success at an introductory level.

-Gina Mani

 

Further Reading:

1. Rose, Gillian. Visual Methodologies: "Counting What You Think You See-An introduction to content analysis."Sage Publications Ltd. London(2001).
   
2. Hermann, Stefan. http://www.aber.ac.uk/media/Students/sfh9901.html
3. K. Krippendorf. "Content Analysis: An Introduction to its Methodologies"(1980)