Content Analysis Approach Its characteristics, advantages and uses Its advantages and disadvantages

Abstract

This approach, despite its lack of publicity and is currently widespread in the field of social research, is considered one of the most appropriate means of analysis for the nature of the research material in itself, which is the human being on the one hand, and the subject of research in its essence, and it mostly deals with moral, family, or ideological affairs, or interacting and complex phenomena on the other hand, It differs from other methods and manner in two main ways ; first is that the data that this approach focuses on are the words and symbols that make up the content of communication, unlike ethnographic reports or other digital and statistical data, as it includes, for example, speeches, letters, books, conversations, television or radio programs, and second is the procedures used in his studies, it differs from the procedures of historical research or literary criticism in that it seeks to be accurate and precise in order to reduce the possibilities of error and distinction, and follows a clear organized plan for data processing, classification and quantitative expression in order to measure the studied concepts and examine the interrelationships. and differs In contrast to ethnographic reports or other numerical and statistical data, it includes, for example, letters, messages, books, conversations, television or radio programs, and the second is the procedures used in His studies differ from the procedures of historical research or literary criticism in that they seek to be accurate and precise so as to reduce the possibilities of error and distinction and follow a clear organized plan for data processing, classification and quantitative expression in order to measure the studied concepts and examine the interrelationships.