Content Analysis, Process of

Content analysis is a common data analysis process whereby researchers investigate content within a message or text. This process is often described as a replicable, systematic, objective, and quantitative description of communication content features based on a specific context. This analysis process provides constituent structural techniques to analyze communication content that is commonly open-ended and fairly unstructured. The purpose of a content analysis may vary, from describing the characteristics or features of the content to making implications about the cause and/or effect of the content. Content analysis techniques can be applied to a wide range of public and private written content such as letters, newspaper articles, open-ended survey data, transcribed interviews, as well as content in oral (e.g., live speeches or lectures) and visual form (e.g., videotaped interactions, pictures, film).

Content analysis allows researchers to examine and describe both the manifest and latent content meaning in the message. Manifest content refers to the surface or visible features in the message that needs little interpretation by the reader. Manifest content analysis commonly includes features that are physically present and countable within a message. For example, a researcher may count the number of negative words or phrases used during a couple’s discussion about a current disagreement to better understand the couple’s conflict communication. Latent content refers to the underlying features or meaning within the manifest content. Latent content is the deep structural meaning conveyed in the message and requires more explanation for the interpretation. Based on the couple’s conflict example, a researcher may examine the communication content for features of power or dominance by each individual during the conflict. [Page 246]Both manifest and latent content analysis require some interpretation, depending on the depth and level of abstraction.

The remainder of this entry discusses the process for conducting a content analysis, specifically sampling and data types, coding units, coding scheme, and code book. It also discusses coding, reliability, and finalizing data. Finally, this entry also provides a brief summary of some of the benefits and drawbacks in conducting a content analysis.