Indholdsanalyse

Indholdsanalyse, often translated as content analysis, is a research method used to systematically examine the presence of certain words, themes, concepts, subjects, keywords, opinions, or other characteristics of communication. It can be applied to a wide range of texts, including written documents, spoken words, and visual media. The primary goal of content analysis is to objectively and systematically describe the manifest content of communication.

This method can be qualitative or quantitative. Quantitative content analysis involves counting the frequency of specific words or concepts. For example, a researcher might count how many times a particular political candidate is mentioned in news articles. Qualitative content analysis, on the other hand, delves deeper into the meaning and context of the communication. It looks for patterns, themes, and underlying messages that may not be immediately apparent.

Content analysis is used across various fields, such as media studies, sociology, psychology, and political science. It helps researchers understand trends in media representation, public opinion, and cultural themes. For instance, it can be employed to analyze the portrayal of certain groups in advertising or to track the evolution of language in political discourse over time. The reliability and validity of content analysis depend on clear definitions of categories and rigorous application of the coding scheme.