2023 March 13
PALAWAN
STATE
UNIVERSITY
Content and
Discourse Analysis
Research in Daily Life 1
Advisor Presenters
Sherrizah Paredes Group 4
2023 March 13
PALAWAN
STATE
UNIVERSITY
Table of Contents
I Definition of the Study 3
II Characteristics 5
III Advantages & Disadvantages 8
IV Additional Information 14
Resarch in Daily Life 1
V References 16
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2023 March 13
I DEFINITION OF THE STUDY
Content and Discourse Analysis:
An Introduction
Are two of the various data analysis methods used in research, among text
analysis, narrative analysis, thematic analysis, and the likes. These are not
necessarily standalone research methods such as the previously discussed
types of qualitative research, but they are data analysis methods that can be
used in conjuncture with these types in order to provide a deeper
understanding of the gathered material.
In this presentation, we will discuss them separately with their own
characteristics, strengths, weaknesses, and some additional information. 2
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2023 March 13
It is a method for quantifying qualitative
information by grouping data and contrasting
various informational components to
condense it into meaningful information.
A.) Content Analysis B.) Discourse Analysis
C.) Thematic Analysis D.) Narrative Analysis
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2023 March 13
It is a method used to
examine how language is
utilized in social contexts.
A.) Content Analysis B.) Discourse Analysis
C.) Thematic Analysis D.) Narrative Analysis
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2023 March 13
I DEFINITION OF THE STUDY
CONTENT ANALYSIS
One of the qualitative research methods
or tools for examining material and its
aspects is content analysis. It is a method
for quantifying qualitative information by
grouping data and contrasting various
informational components to condense it
into meaningful information. 2
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2023 March 13
I DEFINITION OF THE STUDY
DISCOURSE ANALYSIS
On the other hand, the term
"discourse analysis" refers
to a variety of qualitative
research techniques used to
examine how language is
utilized in social contexts. 2
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2023 March 13
It is a method for quantifying qualitative
information by grouping data and contrasting
various informational components to
condense it into meaningful information.
A.) Content Analysis B.) Discourse Analysis
C.) Thematic Analysis D.) Narrative Analysis
2
8
2023 March 13
It is a method for quantifying qualitative
information by grouping data and contrasting
various informational components to
condense it into meaningful information.
A.) Content Analysis B.) Discourse Analysis
C.) Thematic Analysis D.) Narrative Analysis
2
9
2023 March 13
It is a method used to
examine how language is
utilized in social contexts.
A.) Content Analysis B.) Discourse Analysis
C.) Thematic Analysis D.) Narrative Analysis
2
10
2023 March 13
It is a method used to
examine how language is
utilized in social contexts.
A.) Content Analysis B.) Discourse Analysis
C.) Thematic Analysis D.) Narrative Analysis
2
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2023 March 13
Content Analysis can only be used on data
that the researcher gathers themselves.
TRUE FALSE
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2023 March 13
II CHARACTERISTICS
Characteristics of Content Analysis
Is used to examine how news, drama, advertising, and entertainment
content of mass media reflect social and cultural issues, values, and
phenomena.
A research tool used to determine the presence of certain words or
concepts within texts or sets of texts.
Used to make inferences about the antecedents of a communication,
describes and make inferences about characteristics of communication
and making inferences about the effects of communication.
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2023 March 13
II CHARACTERISTICS
Characteristics of Content Analysis
Has two approaches: Conceptual (frequency of concepts) and
Relational (meaning and correlation of concepts)
Simply put, it deals with the analysis of recorded communication,
both primary and secondary data.
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2023 March 13
II CHARACTERISTICS
Example:
"The Relation of Positive Attitude Towards Professors and Academic
Performance in Palawan State University"
In Content Analysis, one would mainly focus on specific
concepts that repeat or have shown a significant relationship
with the subject.
Let's say that the phrases/concepts to be analyzed are
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"lenient with deadlines" and "passionate teaching"
2023 March 13
II CHARACTERISTICS
Example:
"The Relation of Positive Attitude Towards Professors and Academic
Performance in Palawan State University"
So, after recording the data, analyzing it through Content
Analysis could look into how much these phrases show up in
responses (Conceptual Approach) or why they show up in the
first place and their correlation with positive attitude towards
professors and academic performance (Relational Approach).
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2023 March 13
Content Analysis can only be used on data
that the researcher gathers themselves.
TRUE FALSE
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2023 March 13
Content Analysis can only be used on data
that the researcher gathers themselves.
TRUE FALSE
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Discourse Analysis deals with language in
both the technical and the relational aspects.
TRUE FALSE
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II CHARACTERISTICS
Characteristics of Discourse Analysis
Can be used in various areas of humanities, social, cultural
studies, and more.
Can be both quantitative (focused on counting and measuring)
and qualitative (focused on interpreting and understanding)
Emphasizes the contextual meaning of language
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II CHARACTERISTICS
Characteristics of Discourse Analysis
Has two approaches: Language-in-use (technicalities of the
language) and Socio-Political (what the language means for
relationships and power dynamics)
Focuses on the purposes and effects of different types of
language in their respective contexts.
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2023 March 13
II CHARACTERISTICS
Example:
"The Relation of Positive Attitude Towards Professors and Academic
Performance in Palawan State University"
In Discourse Analysis, we focus on the use of language itself
within a certain context, rather than specific words, phrases, or
concepts.
Let's say that we need to analyze the data in the form of a
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recording of a specific class that students like.
2023 March 13
II CHARACTERISTICS
Example:
"The Relation of Positive Attitude Towards Professors and Academic
Performance in Palawan State University"
Using Discourse Analysis, one could look at how the professor
talks; friendly, kind, cheerful, etc. and how it affects the
students in terms of their likeness towards them (Language-
in-use) or how they use words in order to make the class
listen, establishing a power dynamic (Socio-Political).
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2023 March 13
Discourse Analysis deals with language in
both the technical and the relational aspects.
TRUE FALSE
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2023 March 13
Discourse Analysis deals with language in
both the technical and the relational aspects.
TRUE FALSE
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2023 March 13
III ADVANTAGES & DISADVANTAGES
Content Analysis
ADVANTAGES
Fairly Transparent - The coding system and sample
processes may be explicitly laid out so that replication and
follow-up research are achievable.
Convenient - It can provide some longitudinal study very
easily. For instance, variations in crime reporting over a long
period of time can be analyzed using a sample of a local
newspaper (1910-1919; 1920-1929.....).
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2023 March 13
III ADVANTAGES & DISADVANTAGES
Content Analysis
ADVANTAGES
Allows Difficult Research - Content analysis can allow information to
be generated about social groups that are difficult to gain access to
for study. For example, most of our knowledge of the social
backgrounds of elite groups, such as company directors, is derived
from content analysis of such publications as Who’s Who.
Independent - Content analysis involves no reactivity and does not
entail a research participant having to take the researcher into
account, resulting in social desirability.
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2023 March 13
III ADVANTAGES & DISADVANTAGES
Content Analysis
DISADVANTAGES
Time-Consuming - as a qualitative method of research, it is
naturally time consuming.
Requires Intensive Analytical Ability - subject to increased error,
particularly when relational analysis is used to attain a higher level
of interpretation.
Subjective often devoid of theoretical base, or attempts too
liberally to draw meaningful inferences about the relationships and
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impacts implied in a study.
2023 March 13
III ADVANTAGES & DISADVANTAGES
Content Analysis
DISADVANTAGES
Reductive - can seem too simplified, particularly when
dealing with complex texts.
Word-County - tends too often to simply consist of word
counts.
Detached - often disregards the context that produced the
text, as well as the state of things after the text is produced.
Vintage - can be difficult to automate or computerize.
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2023 March 13
III ADVANTAGES & DISADVANTAGES
Discourse Analysis
ADVANTAGES
Flexible - accounts for social and linguistic
changes.
Deep - it can reveal insights that lie beyond the
scope of quantitative research methods.
Contextual - it takes into account context, which
can help gain a higher perspective on a topic.
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2023 March 13
III ADVANTAGES & DISADVANTAGES
Discourse Analysis
DISADVANTAGES
Requires Fluency - heavily relies on the researcher's fluency
and familiarity with the language used in the research context.
Sensitive to Translation Errors - editing and translating in data
gathering can make or break your research results, as they can
be lost in translation.
Subjective - findings can be very subjective as analysis heavily
relies on the researcher’s interpretation of the data gathered. 2
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IV ADDITIONAL INFORMATION
When to use? (Content Analysis)
Most appropriate for topics that deal with
changes and patterns in communication
around social, economic, or political issues.
(Grad Coach 2022)
Generally applicable as long as the research
wishes to utilize the analysis of the frequency
of usage of a word/phrase (conceptual) or the
implications of the meaning of a word/phrase
has in its environment (relational).
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IV ADDITONAL INFORMATION
When to use? (Discourse Analysis)
Most appropriate for topics that deal with social,
political, and cultural phenomena and how they are
affected by contexts in communication.
The approaches can be used to ascertain the
technicalities of grammar, structure, word choice, etc
of the language (Language-in-use) or the power
dynamics of the people in an environment that the
language affects (Socio-political).
Generally applicable as long as the research aims to
investigate the meaning of the language in a particular
context.
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2023 March 13
V REFERENCES
Advantages and Disadvantages Advantages Content analysis is a very transparent. (n.d.).
Course Hero. Retrieved March 12, 2023, from
https://www.coursehero.com/file/p4uvb9n/Advantages-and-Disadvantages-Advantages-
Content-analysis-is-a-very-transparent/
Banuta, R., & BULUSAN, F. (2015, January 21). content analysis and discourse analysis.
SlideShare. Retrieved March 12, 2023, from https://www.slideshare.net/tesono/content-
analysis-and-discourse-analysis
Delve. (n.d.). Wikipedia. Retrieved March 12, 2023, from
http://delvetool.com/blog/discourseanalysis.
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2023 March 13
V REFERENCES
Discourse Analysis 101: What Is It & When To Use It (With Examples). (2023, February 9).
YouTube. Retrieved March 12, 2023, from https://youtu.be/EKqXWuWcJvI
guide, s. (2022, November 2). Discourse Analysis ~ Definition & How to do It. BachelorPrint.
Retrieved March 12, 2023, from https://www.bachelorprint.eu/methodology/discourse-
analysis/
Qualitative Content Analysis 101: The What, Why & How (With Examples). (2022, December 14).
YouTube. Retrieved March 12, 2023, from https://www.youtube.com/watch?v=i_5Isz9t8Hc
What is Content Analysis? (n.d.). Clootrack. Retrieved March 12, 2023, from
http://www.clootrack.com/knowledge_base/what-is-content-analysis?hs_amp=true
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2023 March 13
PALAWAN
STATE
UNIVERSITY
Thank you
for listening!
Research in Daily Life 1
Advisor Presenters
Sherrizah Paredes Group 4
