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Unit-22: Content Analysis

22.1 Definition and Characteristics of Content Analysis Technique notes

Defining content analysis technique, Weples and Barelson have written, “a well organized content
analysis, in place of merely presenting the account of the material, tries to make a more than that
clear explanation so that it is possible to express the nature and relative truth of the motivation being
imparted to the readers or audiences in an objective manner ”.
From the above definition it is clear that analysis technique is the analysis of that content which
is presented for the readers or audiences. this technique is not an accountable explanation of this
material, but presents such explanation which is more clear and objective and through the medium
of which the nature and realities of the motivations being imparted to the readers or audiences, are
manifested in a scientific manner.
Bernard Berelson in his communication researches has developed a very good definition of content
analysis. As per him, “content analysis is a research technique adopted for an objective, orderly and
quantitative description of the manifested content of communication.”
It is clear from the definition of Berelson that we use the content analysis technique for scientific
description of that content of communication, which, instead of being latest, is manifested, that is to
say, is investigable in external form.
In words of P.V. Young, “content analysis is a research technique adopted for orderly, objective and
quantitative description of content of research facts obtained from interviews, questionnaires, schedules
and other written and oral linguistic expressions”.
Clearly, Young’s definition is quite a lot an amended form of the above-mentioned definition presented
by Bernard Berelson.
From the analysis of above-mentioned definitions only main characteristics of content analysis
technique become clear, still we may present them in an orderly way in the following manner:
1. this method is related to content of facts obtained from communication and linguistic
expressions.
2. Under this technique, that content is analysed which is manifest, that is to say, which for a
scientist, is investigatable in an external form.
3. through this method we analyse the content of those facts which are obtained through any
sources of communication or linguistic expressions, whether they are written or oral.
4. the objective of this technique is to make an objective, orderly and quantitative description
of this content. in this way, this technique keeps itself away from qualitative description.
5. In this form, basis of this technique is scientific and it finds out such results, test and re-test
of which, in relation to accuracy is possible.
self assessment

fill in the blanks:
1. this technique is not an _________ explanation of this material, but presents such explanation
which is more clear and objective.
2. it is possible to express the nature and relative truth of the ________ being imparted to the
readers or audiences in an objective manner”.
3. this method is related to content of facts obtained from communication and linguistic
__________.

22.2 Importance of Content Analysis Technique

In the field of social investigation and research, content analysis technique has a unique importance
and it is itself clarified by the following explanation:

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