What is content analysis in research?

Content analysis is a research method that systematically examines various types of content, including textual, visual, or audio material, to identify patterns, themes, or insights. This approach allows researchers to decipher underlying meanings and relationships within communicated content, making it valuable for understanding societal messages, trends in media, or the themes present in qualitative data sources.

This method is particularly useful in fields like social work, where understanding the context of communication can provide important insights into client experiences, societal attitudes, and cultural narratives. By employing a structured approach to analyze content, researchers can draw meaningful conclusions from the data they gather and ensure that their interpretations are based on systematic observation rather than subjective impressions.

In contrast, analyzing numerical data is characteristic of statistical methods rather than content analysis. Qualitative analysis of participant interviews focuses more on personal experiences and expressions, which is different from the content-oriented approach of content analysis. Lastly, measuring client attitudes typically involves surveys or questionnaires rather than the systematic analysis of existing content.