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Content Analysis: Method to Analyze Social Life Through Words, Images
Analyzability & a Qualitative Content Analysis Case Study | Research Design Review
Published on May 8, by Shona McCombes. Revised on June 19, A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.
What Is a Case Study?
Content analysis is a research method used by sociologists to analyze social life by interpreting words and images from documents, film, art, music, and other cultural products and media. The researchers look at how the words and images are used, and the context in which they are used to draw inferences about the underlying culture. Content analysis can help researchers study fields of sociology that are otherwise difficult to analyze, such as gender issues, business strategy and policy, human resources, and organizational theory. It has been used extensively to examine the place of women in society. In advertising, for example, women tend to be portrayed as subordinate, often through their lower physical positioning in relation to the males or the unassertive nature of their poses or gestures.
Content analysis is the study of documents and communication artifacts, which might be texts of various formats, pictures, audio or video. Social scientists use content analysis to examine patterns in communication in a replicable and systematic manner. Practices and philosophies of content analysis vary between academic disciplines. They all involve systematic reading or observation of texts or artifacts which are assigned labels sometimes called codes to indicate the presence of interesting, meaningful pieces of content. Computers are increasingly used in content analysis to automate the labeling or coding of documents.