Content analysis is a research technique that is relied upon in making a valid and replicable inference by coding and interpreting the textual material. The method is used to study communication documents and artifacts which might be texts of various format. The main objects of content analysis are to determine the emotional and psychological state of a group or a person, to detect the prevailing propaganda, to reveal the emotional differences in communication content and to identify the communication trends of institutions, groups or individuals (Sproule, 2006, p.115).
The two types of content analysis include conceptual and rational analysis. The conceptual analysis establishes the frequency and the existence of concepts, while the rational analysis builds on the on the concept analysis because it studies the relationship between the various concept in a text.
On the positive side, the content analysis offers valuable cultural/historical insights through the analysis of texts for an extended period of time. It can also deal with the past and the current events. The method is inexpensive and looks directly at communication via transcripts or texts.
One the negative side content analysis is often difficult to automate and conceptualize. The process takes a long period of time and can result in some errors, generally when the rational analysis is conducted (Sproule, 2006, p.126).
References
Sproule, W. (2006). Content Analysis. South Melbourne, Vic: Oxford University Press.
