What is content analysis?

Content analysis is a research method used to systematically analyze verbal or pictorial communications within a society. This technique allows researchers to quantify and interpret the presence of certain words, themes, or concepts within various forms of media, including text, images, and videos. By focusing on communications, content analysis can uncover trends, patterns, and the overall sentiment conveyed in societal narratives, making it an invaluable tool in understanding cultural phenomena and consumer behavior.

This methodology is particularly relevant in the context of entertainment, where analyzing movie scripts, advertisements, or social media posts can provide insights into public perception and preferences. By examining how different messages are constructed and received, researchers can gauge the impact of media on consumer behavior and societal norms.