Page 172 - DSOC404_METHODOLOGY_OF_SOCIAL_RESEARCH_ENGLISH

Methodology of Social Research

notes 1. Quantitative study of qualitative subjects is possible through this technique. for example,
characters of a novel, or a lecture or editorials of a newspaper are all qualitative subjects. But
content analysis technique can present the quantitative description of nature and attributes
of these qualitative subjects through the medium of tables, graphs etc.
2. to clarify the nature of various means of communication, a content analysis technique gives its
important contribution. Means of communications such as books, lectures, newspapers, radio
programmes etc. are important in impacting and directing our social life, but their nature and
impact, both being shapeless, generally we are not able to obtain correct knowledge about
them. Content analysis technique overcomes this demerit. With the help of this technique
we are not only able to understand the nature of various means of communication but also
we are able to obtain scientific knowledge related to the nature and limitation of impact of
these means on the people.
3. Comparative study of international basis of communication is also possible with the help of
this technique. Content of communication means of every country is not similar, but their
extension can be international. Because of this, their impact also crosses the boundaries of
the country.

Notes it is very important to localize the health basis. this job is possible only when
comparative study is done of the international bases. Content analysis technique
provides us this opportunity through which we can make a comparative study
of communication means of various countries.
4. study related to the nature of the impact on the people, of the methods of propaganda,
can also be done in a scientific manner through this technique. Through this kind of study,
help may be obtained in making the means of propaganda more impactful discovering new
methods and techniques of propaganda.
5. Knowing the public opinion has also become easy today, with the help of this technique. By
doing a content analysis of the letters written by the members of the public, in the name of
editors of newspapers, many investigators have been successful in finding out the posture
of public-opinion.
6. this technique has proved helpful in the study of personality also. on doing a content
analysis of a lecture given by a specific person or a book written by him, writing etc., thoughts,
principles, values, psychology, passions, sentiments etc. hidden in the personality of that
person himself are made clear. on the basis of these uniqueness, categorization of various
personalities is also possible.
7. study of psychological bent of a group or community is also possible through this technique.
on doing a content analysis of subjects of writings printed in newspapers and magazines,
stories, radio programmes, advertisements etc. psychological bent of a group or specific
community itself gets known. through this, administrators, social-workers, those who
make schemes and leaders of the country get a lot of help in addressing and organizing
their job.

22.3 Limitations of Content Analysis Technique

Despite of the above importance content analysis technique has its own few limitations and the main
being that the study subject itself being qualitative, finding the results becomes a problem in itself.
Because of the nature of study being qualitative it is very difficult to test the reliability of facts related

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