Content Analysis

A systematic analysis of the content rather than the structure of a communication, such as a written work, speech, or film, including the study of thematic and symbolic elements to determine the objective or meaning of the communication.

Content analysis is a research technique for the objective, quantitative and systematic study of communication content. It involves charting or counting the incidence, or coincidence, of particular items belonging to a set of (usually) predetermined categories. It has been used, for example, to explore political balance and bias in communication by counting the number of references or time allocation given to political groups. Critics of content analysis challenge the assumption that meanings can be studied quantitatively, arguing that meanings are conveyed by absence as well as presence, and by context rather than frequency. However, in its more sophisticated forms, content analysis can take account of these critiques, and can make a powerful contribution to sociological analysis.

Sources:

⠀ Content analysis | Article about content analysis by The Free Dictionary