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Content Analysis Defined

Content Analysis Defined. Why narratives are so important to content analysis?. “People are storytellers by nature.” “Stories provide coherence to one’s experience and have a central role in our communication with others.”

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Content Analysis Defined

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  1. Content Analysis Defined

  2. Why narratives are so important to content analysis? • “People are storytellers by nature.” • “Stories provide coherence to one’s experience and have a central role in our communication with others.” • “One of the clearest channels for learning about the inner world is through verbal accounts and stories.” • (Lieblich, Tuval-Mashiach, & Zilber, 1998, pg. 7)

  3. “Narrative research studies the whole person in context and examines whole lives. Stories convey information in a present time sense and include a felt sense, giving new perspectives and clarity to understanding experiences. The patterns of these experiences become apparent. Storytelling taps unconscious emotional material and memories that contain salient content about an event(Nelson et al, 2008, pg. 2).”

  4. Methodology vs Data Analysis • How you will collect data--Methodology: qualitative open ended interviews, hemeneutic, phenomenology, ethnography • How you will analyze data--Data analysis technique: content analysis

  5. Method, Data Collection & Analysis

  6. Marshall, C. & Rossman, G. B. (2010). Designing qualitative research. Fifth edition. Sage Publications. Pg. 45

  7. Types of Content Analysis Lieblich, Tuval-Mashiach & Zilber’s Definition of Narrative Research Analysis • Holistic Content, look at the text as a whole to find themes • Holistic Form, look at plot analysis, patterns of progression, regression, steady line • Categorical Content, look at separate parts of the texts to find themes, this is what is often used in Fielding dissertations • Categorical Form, focus on a certain part of text related to research question and then do a plot analysis

  8. Example of Holistic Content • “Unpacking myth and meaning: women executives’ narratives of personal & positional power” Jewel Ray Chaudhuri 2005 • Archetypal Image for a Person’s Interview • Sophia, Saraswati, “Margaret Thatcher,” Joan of Arc, Oprah Winfrey, Hester, David Rockefeller, female warrior, Persephone, magician

  9. Example of Holistic Form

  10. Pro-gay Conversion to Anti-gay Evangelicalism Time Crisis Commitment Unexamined Assumptions Challenging Assumptions Reinforcement Advocacy Childhood Context Opening Awareness & Acceptance Anti-gay Holistic Form 2: Conversion to Evangelicalism as an Adult by Terry Hildebrandt

  11. Example of Content Categorical Analysis-Major Themes Storytelling Narratives, Nelson et al

  12. Categorical Content Example -Minor Themes

  13. Categorical Content Theory Building:interconnection of themes

  14. Practical How-Tos in Content Categorical Analysis • Print transcripts • Read transcripts • Write down what you think is happening, any assumptions you have. Then consciously put those aside. This is called “bracketing” • Read through again. • Read thru and underline phrases, note topic of that stands for that phrase in margin, the topic should be specific enough to carry meaning. For example, “financial resources” is very general, but “borrowing money from family” is more descriptive. • Review what you have done, and see if you can drop out any topics, or rename them more meaningfully. • Create a word or excel file with the topic and the quotes (the phrases you underlined) underneath the topic which have now become the categories.

  15. Practical How-Tos in Content Categorical Analysis cont’d • Look through and see if any topics can be combined, if so either use the best fit category you have and put all quotes under that category. Or create a new category that combines the previous topics that fits the categories you are combining. • The collated categories are now the themes. Create list of themes with the aligned quotes under them. • Some may be major themes and others might be minor. You can drop out minor ones. • Review and see if you want to tweak them in any way. • Examine themes, you may be able to look at interrelationship and begin model building or relate them back to areas in the literature.

  16. Coding Template • Protective Factors: School and Family Bonding, Social Setting • Example of Themes (pg. 132) • Social support critical (peers and facilitators) • Program created increased school performance • Family-style setting of program helpful • Learning to contribute to community opened vistas • Individual growth happened

  17. Example of “Naked Coding” & Connection of Themes

  18. Think about unit of analysis:words, phrases, sentences By Greg Marcarelli

  19. References • Lieblich, A., Tuval-Mashiach, R., and Zilber, T. (1998). Narrative research: Reading, analysis and interpretation. Thousand Oaks, CA: Sage.  • Marshall, C. and Rossman, G. B. (1995). Designing qualitative research. Thousand Oaks, CA: Sage. • Josselson, R., Lieblich, A. and McAdams. D.P. (2002). Up close and personal: The teaching and learning of narrative research. Washington, DC: American Psychological Association.

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