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 AnalysisAccording 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 Category Typical word or phrase

Traditional Guide should, ought, guard

Structural Roles mighty, military

Prohibit restrict, watch

Ideals stability, honesty

Practical Activity walk, buy, sell

Merchandise product, spend

Strive maintenance, development

Organization management, office, factory, retail

Emotional Happy friendly, wonderful

Pleasure gladness, refreshment

Expression Arena museum, music

Self-other respond, wish

Analytic Differentiate analysis, analytic

Relevant solution, signify

Similarity alike, comparison

Scholarly Nouns 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

• Scholarly Journal Article – (ex. report of research findings on the impact of pre-retirement 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)

To illustrate the ability of contextual/conceptual analysis to distinguish between texts; here are selected short passages from five published articles:

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 person-crimes, 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!