Content Analysis (RESEARH)

Basically, when it comes to content in media, it is anything that is published, aired, telecast, webcast, or broadcast through any type of mainstream media. It consists of news, articles, advertisement, editorials, advertorials, drama and the likes which can be in text,image, audio, visual, animation, sketch and other available formats.

So Content Analysis research is the research of such contents in order to find out the priority of beats, coverage of particular case, availability of ABCR in such contents etc. 

According to Bernard Berelson “Content analysis is a research technique for the systematic and quantitative description of the printed or aired content in newspaper, radio, television or even online portals.”

According to Kerlinger, “Content analysis is a method of studying and analyzing communication in a systematic, objective and quantitative manner for the purpose of measuring variables. In Kerlinger’s definition 3 concepts are involved;

1. It is systematic: it means content should be analyzed in systematic manner
2. It is objective: it means researchers personal thoughts bias should not enter into the findings
3. It is quantitative: it means content analysis is the accurate representation of the body message

Uses of the content analysis

1. It is used to describe communication content
2. It is used to test hypothesis of message characteristics
3. It is used to access the image of particular group in a society
4. It is used to establish a starting point of study of media effect
5. Somehow content analysis is also used for the study of agenda setting.

Steps of content analysis
Content analysis is conducted in 10 levels or stages. But they need not follow the order or sequence. The steps of content analysis are as follows:

1. Formulate hypothesis
2. Define the universe in question
3. Select and define a unit of analysis
4. Select an appropriate sample from the population
5. Construct the categories of content to be analyzed
6. Establish a quantification system
7. Train coders and conduct a pilot study
8. Codify the content according to the established definition
9. Analyze the collected data
10. Draw conclusion and search for points to recommend

Features of content analysis

1. This is a popular method regarding mass media research
   2. Various steps and survey method are used
   3. Samples are selected
2. Skilled manpower is needed to collect true and right data
3. Much care is needed while analyzing the content

6. Analyzed content should be acceptable to the analyzers. It should be valid and authentic.