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CONTENTS Executive Summary 3 Content Analysis Design 5 Purpose of the Research 6 Media Sample 7 Coding Devices 9 Unitisation 10 Reliability test 12 Conclusion 14 Bibliography 15 Appendix 16 Executive Summary Content analysis is a research tool used to determine the presence of certain words or concepts within texts or sets of texts. Researchers quantify and analyse the presence, meanings and relationships of such words and concepts, then make inferences about the messages within the texts, the writer(s), the audience, and even the culture and time of which these are a part. Texts can be defined broadly as books, book chapters, essays, interviews, discussions, newspaper headlines and articles, historical documents, speeches, conversations, advertising, theatre, informal conversation, or really any occurrence of communicative language. Texts in a single study may also represent a variety of different types of occurrences, such as Palmquist's 1990 study of two composition classes, in which he analysed student and teacher interviews, writing journals, classroom discussions and lectures, and out-of-class interaction sheets. To conduct a...

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