Perhaps due to the fact that it can be applied to examine any piece of writing or occurrence of recorded communication, content analysis is currently used in a dizzying array of fields, ranging from marketing and media studies, to literature and rhetoric, ethnography and cultural studies, gender and age issues, sociology and political science, psychology and cognitive science, and many other fields of inquiry. Additionally, content analysis reflects a close relationship with socio- and psycholinguistics, and is playing an integral role in the development of artificial intelligence. The following list (adapted from Berelson, 1952) offers more possibilities for the uses of content analysis:
- Reveal international differences in communication content
- Detect the existence of propaganda
- Identify the intentions, focus or communication trends of an individual, group or institution
- Describe attitudinal and behavioral responses to communications
- Determine psychological or emotional state of persons or groups
Please see the Examples folder for more examples of content analysis in use.
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