What is content analysis in research?

Content analysis is a systematic approach to analyzing various forms of texts, media, and communication. This research method involves examining the content of written, spoken, or visual material to draw conclusions about the context, themes, or patterns present within that material. It can include anything from books and articles to speeches and film, and it focuses on both the manifest content (what is explicitly stated) and the latent content (underlying meanings or themes).

By employing content analysis, researchers can quantify the presence of certain words, phrases, concepts, or themes across a range of texts, which allows for a deeper understanding of how those elements shape discourse and societal norms. This versatility makes it useful in fields like sociology, communication studies, and media studies, where understanding the impact of cultural narratives is essential.

This approach contrasts with methods focused on numeric data analysis or qualitative methods that involve interviews, thus highlighting its distinct characteristics and applications in research.