ABSTRACT
This chapter introduces and provides guidance on the application of qualitative content analysis (QCA), a method used to create knowledge about fairly large amounts of content through categorization and theory-based interpretation. Special focus is placed on the application of the method on social media and texts, such as written material published on platforms or spoken language from videos or interviews. In addition to proposing a model for the steps of the research process and exemplifying these, the chapter emphasizes the need for QCA to sufficiently manage ambiguous material, and thus encourages the creation of categories adapted for content featuring dilemmas. Furthermore, it clarifies how QCA may differ from its quantitative counterpart. One way in which the chapter does this is by incorporating QCA theory-based interpretation of content in context. Another way is to showcase, in the presentation of results, data extracts from all categories, and after each example explain the categorization and contribute further, context-sensitive interpretation. In applying QCA with greater transparency and allowing for the possibility for readers to evaluate analysis directly, the chapter can be said to emphasize the qualitative tradition in qualitative content analysis.
