Content Analysis and Thematic Analysis
Content analysis is a research method for studying documents – broadly construed – and including formats such as texts, interview transcripts, images, audio or video
(Bryman, 2011). In an educational context, Content Analysis can be used to systematically examine patterns in communication and discourse. This is done through a systematic reading or analysis of “texts” which are assigned codes to indicate the presence and proportion of meaningful content (Kimberly & Neuendorf, 2016).
Content analysis uses a descriptive approach in both coding of the data and its interpretation of quantitative counts of the codes. Thematic analysis is usually applied to a set of texts
where the researcher closely examines the data to identify common themes, ideas and patterns of meaning that come up repeatedly (Clarke, Braun & Hayfield, 2015)., Thematic analysis
provides a purely qualitative, detailed, and nuanced account of data (Vaismoradi, Turunen, & Bondas, 2013).
Content Analysis allows the analysis of social phenomena in a non-invasive manner. It is possible to analyse patterns of content using both quantitative and qualitative methods,
systematically labelling the content (Finfgeld-Connett, 2014). Thematic analysis also provides a systematic and rigorous approach to theme development with well defined stages
(Braun & Clarke, 2006).
Content Analysis: GO-GN Insights
Johanna Funk used Content Analysis and a rigorous cycle of ‘filtering’ the resources with three sets of criteria (shared stakeholder perspectives; decolonising principles;
evaluation framework criteria):
“I questioned the extent of the openness to the cultural backgrounds and frameworks that the open and digital media could facilitate; what could educational institutions do to be more functional, culturally responsible and responsive for marginalized populations and knowledge subsystems such as Aboriginal and Torres Strait islander communities. Based on the cycles of evaluation, I found principles of best practice according to three sets of criteria I worked with”.
Useful references for Content/Thematic Analysis: Clarke, Braun & Hayfield (2015); Braun & Clarke (2006); Bryman (2011); Heath, Hindmarsh & Luff, (2010); Kimberly & Neuendorf, 2016; Finfgeld-Connett (2014); Saldaña (2016); Vaismoradi, Turunen, & Bondas, 2013).
