Content analysis

Content analysis

Content analysis is a qualitative and quantitative method to define and evaluate specific characteristics of different types of discourse, psychological influence of media content, texts and other media (videos, interviews, answers in questionnaires, etc.). The essence of the method is to calculate the frequency of repetitive, specially chosen words that characterize the text of periodicals, books and speeches. With the method, you can determine the direction and intensity of community discussion about various issues.

During working with text documents, the main feature is skill the to carry out a qualitative analysis, i.e. identify semantic units. Its effectiveness depends on the researcher's professional competence and level of creativity.

In addition to simply counting the frequency of occurrence of various semantic units there can be used more sophisticated statistical methods (correlation, factor analysis). Reliability of methods is ensured by use of appropriate software. We can quickly and reliably analyze the vast amount of information without tedious manual process of encoders.