Sociology Research Methods AS - Content Analysis

Content Analysis

• Content analysis is a systematic research method used to analyze documents.
• Primarily qualitative documents are utilized, but this method can yield quantitative data.
• It's useful for examining media messages and societal trends.

Gill's Description of Content Analysis

• Gill (1988) outlines a three-step process for conducting content analysis on media messages.
• First step: Define categories (e.g., employee, housewife) relevant to the analysis.
• Second step: Investigate the chosen source (TV, radio, magazine) and categorize characters.
• Third step: Quantify the number of instances within each category for comparison.
• This method helps in assessing if media representations align with stereotypes, such as women's roles in society.

Lobban's Application of Content Analysis

• Lobban (1974) employed content analysis to investigate gender roles depicted in children's reading materials.
• This project highlighted the representation of gender and its implications for societal views on roles.

Tuchman's Application of Content Analysis

• Tuchman (1978) utilized content analysis to explore women's representation on television.
• Findings from both Lobban and Tuchman indicated that women were often shown in restrictive and stereotypical roles, with Lobban noting that many women were depicted primarily in domestic settings.

Explore key concepts in content analysis as a research method in sociology. This quiz covers definitions, processes, and implications of analyzing qualitative and quantitative data from documents. Perfect for AS level sociology students.