What is Content Analysis?

 

What is Content Analysis?

Content analysis is a research method used to systematically analyze texts, documents, media, or communication to identify patterns, themes, meanings, or trends. It can be applied to written texts, interview transcripts, speeches, news articles, social media posts, videos, or even images.

In short:
👉 It helps researchers turn qualitative data into organized, meaningful findings.

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Key Characteristics

1. Systematic – Data is analyzed using clear procedures.

2. Objective – Coding categories are defined to reduce bias.

3. Replicable – Other researchers should be able to follow the same steps.

4. Can be qualitative or quantitative –

   • Qualitative: Identify themes and meanings.

   • Quantitative: Count frequencies of words, themes, or categories.

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Types of Content Analysis

1. Conventional Content Analysis

   • Categories emerge from the data.

   • Often used in exploratory research.

2. Directed Content Analysis

   • Based on existing theory or prior research.

   • Codes are predetermined.

3. Summative Content Analysis

   • Focuses on counting words or content, then interpreting meaning.

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Basic Steps

1. Select the content (e.g., journal articles, interviews).

2. Define research questions.

3. Determine coding categories.

4. Code the data.

5. Analyze patterns and interpret results.

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Example (Related to Your Research Area 👀)

If you're studying core competencies for elementary teachers in the AI era, you might:

• Collect policy documents, curriculum guidelines, and journal articles.

• Code for themes like:

  • Digital literacy

  • Critical thinking

  • Ethical AI awareness

  • Pedagogical adaptability

• Analyze which competencies appear most frequently and how they are described.

That would be content analysis in action.