ABSTRACT

Empirical approach developed by Lasswell (1938) and others for the objective, systematic, and quantifiable analysis of communicative content found in all types of texts (newspaper articles, radio copy, literary texts, etc.). On the basis of a predetermined framework of quantifiable data such as key words, syntactic combinations and the like, different levels of content can be analyzed: pure information, commentary, the speaker’s subjective viewpoint towards this information, and the hearer’s ability to apprehend how all the information interrelates based on his/her knowledge of the context. In this analysis, linguistic data realized in the surface structure play a primary role in that they are classified and analyzed statistically according to predetermined categories. Mahl (1959) pointed out that the communicative context, that is, the specific situation in which the text is produced, can in certain circumstances be more important for the interpretation of its content than the literal meaning of a statement. Content analysis gained attention during World War II, when attempts were made to use it as a tool to determine enemy objectives and plans based solely on remarks made by the enemy. Content analysis has been used with success in journalism, literary arts, culture studies, psychology, and elsewhere. And, with computers, great progress in the level of accuracy and the degree of effectiveness has been made.