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Content and Textual By: Jonathan D. Maliwat

This document defines and explains content analysis and textual analysis. It discusses how content analysis is used to identify patterns in documents and examine trends over time. Content analysis provides an empirical basis for monitoring shifts in public opinion. The document outlines the practical applications of content analysis, such as determining authorship and examining trends. It also discusses Krippendorff's framework for conducting a content analysis, which involves addressing questions about the data, population, context, boundaries, and target of inferences. Finally, the document presents McTavish and Pirro's model of four general contexts - traditional, practical, emotional, and analytic - that can be used to distinguish different types of texts.

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Florence Lapinig
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63 views14 pages

Content and Textual By: Jonathan D. Maliwat

This document defines and explains content analysis and textual analysis. It discusses how content analysis is used to identify patterns in documents and examine trends over time. Content analysis provides an empirical basis for monitoring shifts in public opinion. The document outlines the practical applications of content analysis, such as determining authorship and examining trends. It also discusses Krippendorff's framework for conducting a content analysis, which involves addressing questions about the data, population, context, boundaries, and target of inferences. Finally, the document presents McTavish and Pirro's model of four general contexts - traditional, practical, emotional, and analytic - that can be used to distinguish different types of texts.

Uploaded by

Florence Lapinig
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as TXT, PDF, TXT or read online on Scribd
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CONTENT and TEXTUAL

By: Jonathan D. Maliwat


At the end of my presentation, you will be able to :

• define content and textual analysis using your own words and understanding •
explain its practical applications • conducting content analysis • framework of
contextual analysis
What do you see in this picture?
Definition of Terms
• From Wikipedia, the free encyclopedia. • Content analysis or textual analysis is
a methodology in the social sciences for studying the content of communication. •
Earl Babbie defines it as "the study of recorded human communications, such as
books, websites, paintings and laws"
Textual Analysis
• Textual analysis, “is the method communication researchers use to describe and
interpret the characteristics of a recorded visual message“

Frey, L., Botan C., & Kreps, G. (1999) Investigating Communication: An introduction
to Research methods (2nd ed) Boston: Allyn & Bacon.
Content Analysis
• Content analysis is used to identify, enumerate and analyze occurrences and
message characteristics embedded in texts.
Frey, L., Botan C., & Kreps, G. (1999) Investigating Communication: An introduction
to Research methods (2nd ed) Boston: Allyn & Bacon.
Practical Applications of Content Analysis
• Content Analysis can be a powerful tool for determining authorship .

• Content Analysis is also useful for examining trends and patterns in documents.
• Content Analysis provides an empirical basis for monitoring shifts in public
opinion.
Conducting a Content Analysis
According to Krippendorff (1980), six questions must be addressed in every content
analysis:

• • • •

Which data are analyzed? How are they defined? What is the population from which
they are drawn? What is the context relative to which the data are analyzed? • What
are the boundaries of the analysis? • What is the target of the inferences?
A Framework of Four General Contexts
• Traditional Context. A normative perspective on the social situation predominates
and the situation is defined in terms of standards, rules and codes which guide
social behavior. • Practical Context. A pragmatic perspective of the social
situation predominates and behavior is directed toward the rational achievement of
goals. • Emotional Context. An affective perspective predominates and the situation
is defined in terms of expressions of emotion (both positive and negative), and
maximizing individual involvement, personal concern and comfort. • Analytic
Context. An intellectual perspective predominates and the situation is defined in
objective terms. D.G. McTavish and E.B. Pirro, Contextual Content Analysis1 Quality
& Quantity 24: 245-265, 1990.
Context Traditional

Category Guide Structural Roles Prohibit Ideals

Typical word or phrase should, ought, guard mighty, military restrict, watch
stability, honesty walk, buy, sell product, spend maintenance, development
management, office, factory, retail friendly, wonderful gladness, refreshment
museum, music respond, wish analysis, analytic solution, signify

Practical

Activity Merchandise Strive Organization

Emotional

Happy Pleasure Expression Arena Self-other

Analytic

Differentiate Relevant

Similarity
Scholarly Nouns

alike, comparison
library, university, science

Table 1. Illustrative conceptual categories and words more likely to be found in


each of the four context categories
D.G. McTavish and E.B. Pirro, Contextual Content Analysis1Quality & Quantity 24:
245-265, 1990.
An Illustration
To illustrate the ability of contextual/conceptual analysis to distinguish between
texts; here are selected short passages from five published articles: • Scholarly
Journal Article – (ex. report of research findings on the impact of preretirement
programs on post-retirement satisfaction and behavior for older people)

• Airline Finance News – (ex. a financial-page, newspaper report about an airline's


financial problems associated with costs of long-distance flights)
D.G. McTavish and E.B. Pirro, Contextual Content Analysis1Quality & Quantity 24:
245-265, 1990.
• Magazine Fiction – (ex. a newsstand magazine story incorporating "stream of
consciousness" writing about personal feelings, reflections on life situation, and
future possibilities) • Religious Devotional – (ex. a passage from a daily
religious reading providing guidance for personal living (this selection dealt with
feelings of depression and loneliness) • Editorial on Recent Crimes – (ex. an
incensed editorial reaction to a series of personcrimes, coupled with demands for
action to be taken by authorities)
D.G. McTavish and E.B. Pirro, Contextual Content Analysis1Quality & Quantity 24:
245-265, 1990.
End of Presentation

Thank you!

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