Content Analysis

Introduction, basic Content Analysis, Interpretive Content Analysis, Qualitative Content Analysis, Enhancing Rigor in Content Analysis Studies and Reports, Content Analysis for Public Awareness and Advocacy; A case Example Applying Basic and Interpretive Content analysis to Newly Collected Data

Content Analysis

James W. Drisko

Oxford University Press

2016

Abstract

The aim of this Pocket Guide is to distinguish and examine three approaches to content analysis. Many researchers think of “basic content analysis” as a quantitative research method, which is an accurate but limited understanding. Researchers do use word counts as a core analytic technique in basic content analysis. However, researchers also use content analysis without statistical analyses in approaches called “interpretive content analysis” and “ qualitative content analysis”. In these two approaches, researchers focus on narratively describing the meaning of communications, in specific contexts, rather than on using quantitative word counts. These three varying approaches to content analysis have several similarities and some striking differences. They vary in the ways researchers conceptualize content and employ methods for collecting, coding and analyzing data.

Contents:

Introduction,
Basic Content Analysis,
Interpretive Content Analysis,
Qualitative Content Analysis,
Enhancing Rigor in Content Analysis Studies and Reports,
Content Analysis for Public Awareness and Advocacy;
A case Example Applying Basic and Interpretive Content analysis to Newly Collected Data