ABSTRACT
Content analysis is a research technique that is used to examine the substantive content or information contained in written texts or other communication media, such as photographs, song lyrics, films, and television programs. The aim of content analysis is to ascertain and interpret the symbolic meanings or cultural themes that are contained in the material under scrutiny. Content analysis can be either quantitative or qualitative. In quantitative content analysis, the researcher attempts to develop an objective coding scheme that allows him or her to count the number of times a particular symbolic message is used, the context or ways in which it is used, and changes over time in its usage. In qualitative content analysis, the researcher is concerned less with statistical counts and more with interpreting the medium as a cultural object that communicates meaning that both reflects and influences society (Neuman 2011).
